Client: Intimissimi
Services: Influencer and creative strategy, full-funnel media planning & buying, paid social expertise & optimization.
Overview and Challenges:
In Fall 2024, Intimissimi, renowned Italian lingerie and intimate apparel brand, sought to reignite excitement for its best-selling Ultralight Cashmere collection with the goal of re-engaging loyal customers and attracting new audiences. The product had achieved a viral moment during its initial U.S. launch in Spring 2023, but sustaining that momentum required a refreshed approach. The challenge was to build on its existing popularity while expanding reach among Gen Z and millennial consumers.
January Digital, Intimissimi’s Agency of Record, crafted a full-funnel marketing strategy centered on influencer partnerships. The campaign shifted from flagship celebrity endorsements to a diverse mix of macro, micro, and nano influencers, aiming for authentic, social-first storytelling. The goal: position the Ultralight Cashmere top as a wardrobe must-have among trendsetters in New York City, Miami, and beyond.
Goals:
- Drive stronger engagement with influencer and UGC creative compared to previous Ultralight Cashmere activations.
- Increase year-over-year revenue for the Ultralight Cashmere product line.
Our Work:
January Digital partnered with Intimissimi to design and execute an influencer campaign across Meta, TikTok, and YouTube with tailored strategies for each platform to drive awareness, engagement, and conversion.
- Shifted Influencer Mix to Boost Authenticity
We pivoted from a flagship celebrity influencer model to a diverse mix of macro, micro, and nano creators, enabling more relatable, high-engagement storytelling. - Leveraged Creator Content Aligned to Product Appeal
Influencers showcased the versatility of the Ultralight Cashmere top through UGC-style videos, static imagery, and carousels, reinforcing its “must-have” status for trendsetters. - Targeted Key Trend-Forward Markets
We focused efforts on high-fashion, high-adoption cities like New York and Miami, aligning content distribution to cultural hubs. - Integrated Influencer Storytelling with Paid Media
We combined creator content with a data-backed media strategy to maximize CTR, ROAS, and product-specific revenue growth. - Applied Full-Funnel Audience Targeting
Our media sequencing guided consumers from awareness to purchase, capturing both loyal fans and new-to-brand audiences.
Results and Business Impact:
- +28% CTR on Meta and +12% CTR on TikTok compared to brand social assets.
- +470% YoY CTR increase on TikTok Ultralight Cashmere support.
- +71% YoY CTR increase on Meta Ultralight Cashmere support.
- Positive brand lift on YouTube Shorts with +1% ad recall.
- +30% YoY sales growth for the Ultralight Cashmere line.
