Calzedonia

The objective

Calzedonia, an Italian company renowned in the fashion industry, specializes in the manufacture and sale of women's stockings, tights and socks. Offering products at affordable prices, Calzedonia has made a name for itself on the French market with over 170 stores across the country. With such a strong presence, the company was able to easily identify its target audience on the TikTok platform and encourage them to visit the stores.

By renewing its collaboration with the Sleeq agency, Calzedonia set itself the objective of promoting its line of "second skin" tights. The aim of this influencer campaign was to stimulate conversions by relying on a strong, hard-hitting concept: "Calzedonia, invite me into your store".

The solution

For the launch of this influencer campaign on TikTok, five influencers with diverse profiles were asked to promote the product in-store. We chose lifestyle and mainstream creators, who enabled us to adapt the content to the requirements of the campaign, in order to adhere to the established marketing strategy while optimizing results.

Our creative strategists designed concepts to maximize audience engagement and identification with the content. They focused on the challenge of an in-store visit to present the product in a natural, spontaneous way, avoiding an overly direct or aggressive approach to the product.

Indeed, the videos feature the designer in an everyday situation - shopping - which creates a sense of closeness with his or her community. This allows subscribers to identify with the content and, by extension, with the designer's choices, stimulating engagement.

Results

This second campaign met with remarkable success, doubling the results obtained during the first launch. Nearly 1 million views were recorded, compared with 400,000 for the previous campaign. This significant increase indicates that the profiles selected for the second campaign were more relevant and effective.

Indeed, the first campaign enabled us to acquire valuable knowledge, refine our intelligence and select profiles that were twice as suitable. What's more, we achieved an engagement rate of 15.5%, significantly higher than the average engagement rate on TikTok!

This figure is an indicator of an audience's enthusiasm for a video. It illustrates the fact that viewers don't just watch passively, but are prompted to take action. The outperformance achieved by this campaign is therefore exceptional on the TikTok platform, underlining its significant impact.