Lancel

The objective

Reinventing a brand for a new generation​

Since it opened its doors in 1876, Lancel has become what it is today thanks to its unique sense of beauty and its particular vision of intuitive, personal, liberating luxury. The brand believes in meaningful and generous design, which shares value with the accessories that accompany, simplify, and add style to our daily lives. ​

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Still, Lancel has always known that luxury creates style only if it breeds progress too. Which explains its latest partnership with Lili Reinhart, its first American brand ambassador, well-known for her role in the Netflix series Riverdale. By choosing Reinhart, Lancel made a deliberate play to build a connection to a younger community. The French brand also wanted to make its collections known all over the world, especially in the US market, where it would like to open shops and establish its name.

In its move to reinvent the brand and appeal to a younger generation, Lancel found its way to TikTok. The brand started by promoting collection content using TikTok’s Community Interaction Objective to ​ drive follower growth, building a community of over 25k followers.

The solution

Going for mass awareness with TikTok’s Reach & Frequency campaigns​

Lancel partnered with Triboo to work on follower acquisition and increase its base audience until its account was in a place they were happy with. Lancel also tested a new ad solution from TikTok that would generate mass awareness.​

 ​ It landed on the Top Feed option for Reach and Frequency campaigns ​ that lets advertisers control when an ad appears in someone's TikTok feed. When Top Feed is enabled, the ad will occupy the first in-feed ad slot that appears on someone's TikTok feed when they open the app.​

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In terms of ad content, Lancel wanted to promote its new brand ambassador so it repurposed the shoot where Reinhart took centre stage and created different storyboards that would make waves on TikTok. This only shows how easy it is to put together a campaign on TikTok, whether you’re starting from scratch, or you already have an existing creative in mind.​

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In terms of audience, the ads were pushed in front of millions of women in Paris and big cities across France, whose interests were luxury shopping, clothing accessories, luxury bags, etc. As mentioned before, Lancel wanted to talk to a younger audience too, on top of its usual audience, so the campaign was set up for women between 18 and 34. 

The results

Getting noticed by millions doesn’t require a big budget​

The Top Feed option for Reach & Frequency ended up being the best ad decision for Lancel and its partner Triboo. With a relatively small budget available (€10k), the brand saw some amazing results in just one month: ​ 1.5 million young women reached, 3.3M video views, with only €0,07 cost per 6-second view. ​

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As it keeps progressing, Lancel plans to continue building the brand ​ on TikTok, with future campaigns to promote its name and amazing collections, so that each piece finds a place into the lives of all women ​ out there looking to add a bit of pzazz.