Curated by Pieter Peulen

MMBSY teamed up with La Redoute Intérieurs and design curator Pieter Peulen to bring interior inspiration directly into the homes (and feeds) of style-conscious Belgians. By blending a premium gifting strategy with authentic influencer storytelling, we positioned La Redoute Intérieurs as a go-to brand for curated, design-led living.

The challenge 

La Redoute wanted to strengthen its positioning within the Belgian interior design community. The challenge: go beyond standard influencer seeding and create a campaign that felt personal and worth sharing.

The work 

We launched the “Curated by Pieter Peulen” campaign, leveraging Pieter’s influence as a Belgian designer and visual storyteller (370k IG followers) known for his minimalist brutalist home. We created a curated gifting experience: influencers received beautifully composed packages with handpicked items, personalised pillowcases, and a handwritten note from Pieter himself.

We then seeded these gifts to 26 influencers (from macro to micro) who shared their authentic connection with the products on Instagram and TikTok, spreading the story far and wide. To top it off, Pieter showcased his favourites in a stylish Instagram carousel, sparking engagement with over 1,600 likes and 23 comments.

The results 

The campaign activated 26 influencers, delivering 15 posts, 22 stories, 295K reach, and 89K video views. With an impressive 6% engagement rate and a 249% ROI.

But beyond numbers, the personalised gifting created genuine impact: influencers loved it so much that some even asked to join the seeding themselves. The result? La Redoute Intérieurs was showcased as premium and design-driven, inspiring followers and firmly positioning the brand in the interiors conversation.