Macro & Micro-influencer Campaign
Sfida
Lancaster, a French leather goods brand which takes its inspiration from tradition and modernity. Lancaster's goal was to develop its influencer strategy in 2019 and to modernize the brand on social media thereby attracting new targets. Objective: To target the modern French woman (who can be described as sassy, natural, intense, and authentic) in the following 3 categories: the Elegant Frenchwoman, the Cool Retro Frenchwoman, and the ClassicModern Frenchwoman.
Soluzione
For this, WOÔ's strategic planning team developed an annual strategy around the hashtag #MyLancasterJourney. This hashtag was to inspire a poetic journey in the life of a Lancaster woman by incorporating her with her bag, the essential accessory. A bag that contains all the necessary accessories and all the little treats. The idea was to follow the bag from its display and to show it as an intimate life accessory that tells a story.
Creative content and features!
Throughout the year, Lancaster ambassadors (@ julia.flabat, jodielapetitefrenchie, @agatheauproux, @syanalaniyan and@ julie.janie) were activated to embody the #MyLancasterJourney during different
brand events: Mother's Day, Back to School, Winter, Black Friday, and Christmas.
Several influencers were also chosen to create content for the brand including @lisagermaneau, @chloelecareux or @marieandmood.
Several features were thus used depending on the event: competitions, photo looks, carousels, close ups with the bag, promo codes, etc.
Beyond the content created throughout the year, Lancaster's aim was also to re-use content for several marketing purposes: their website, points of sale, social media, etc.
For this, WOÔ's production team reached out to 3 ambassadors,@agatheauproux, @syanalaniyan and @ julie.janie, to create original content Lancaster.
They each represented models of bags according to the collections and seasons. By way of a pictured post and a video, they told their story. This touching story was to be linked to their handbag (ex: a love letter, a key, etc). Each story that was created was full of detail and emotions. The stories also took place in Paris which gave the stories a mythical background which was necessary for Lancaster and the #MyLancasterJourney campaign.
The participation of influencers and the promotion of their personal stories through the bags made it possible to provide more authenticity to the campaign. Furthermore, WOÔ reached out to @buchowski.vagabonde for the production of photos and videos for the Lancaster. The influencer Agathe Auproux (@ agatheauproux-794K instagram subscribers) was also invited to a preview in New York a behind the scenes shooting of a Lancaster campaign with their new muse, Elsa Hosk. She shared this experience via a take over from the Lancaster Instagram account. Her followers were able to follow her adventure via the Lancaster account.
Risultati
The results of the various campaigns that were carried out over the year which WOÔ planned and developed were proven to be highly succesful.
Results:
Mother's Day campaign: 3.28M Impressions, 5.8% Engagement Rate
Black Friday campaign: more than 600 sales initiated by the 3 ambassadors Julia.Flabat, Jodielapetitefrenchie, and AgatheAuproux. The brand has increased its sales by 50%
