Challenge
For more than 130 years, Lenox has been the dinnerware proudly displayed in your mom’s hutch. Their beautifully-designed, American-made collections have made the rounds from Grandma’s house to the White House, making Lenox as much in the family heirloom business as the dinnerware business. But “fine china” is a tradition that’s been collecting dust for years, so the company brought in The Shelf team to do a little rebranding. Lenox wants to show the world it’s more than fancy plates that stay tucked away in a kid-free zone of the house. The Shelf team brought in a diverse set of lifestyle influencers to show audiences that Lenox is stylish, affordable, and made for the modern family. Lenox is for every moment. Every occasion.
Solution
We implemented a year-long strategy that included three activations for Lenox’s Fall, Holiday, and Spring pulse periods. For each campaign, we pegged imaginative creators to highlight the beauty and utility of different collections by showcasing them in unique ways - ways the typical person wouldn’t think to use fine china. The common thread that tied together the messaging and visuals of each campaign revolved around erasing the misconception of Lenox as a stuffy tradition. We built the campaign to boost brand lift while creating a catalog of stunning, reusable content. We knew we had to think outside the box because that’s where Lenox needed to start living. We enlisted the help of influencers who have a knack for home decor. We also recruited creators who are influential in other key verticals including fashion, kids, travel, food, and the outdoors. “Going wide” with influencer selection allowed us to target buyers from different age groups, locations, and interests than the typical Lenox customer. Platforms Used: Instagram In-Feed Posts Instagram Video Instagram Stories Blog Posts Facebook Posts Pinterest
Results
The Big, Beautiful Highlights Across the year-long campaign, we over-delivered on potential reach by a whopping 786.36% and engagements by 378.37%. 32 top-quality creators produced 253 pieces of beautiful, reusable content, over-delivering on promised UGC by 688.67%. The content successfully reflected a more modern, relatable take on the brand’s remarkable legacy. We had extremely impressive results on the engagements particularly from IG Stories. These are higher than what we see on other campaigns: 896 link clicks from from 25 influencers 12,113 sticker taps from 25 influencers We worked with influencers to tailor their messaging to reflect the sensitive nature of the crisis. Influencers across the board did a fantastic job of storytelling through their photos to put an emotive spin on their captions while incorporating Lenox into their family traditions and households, no matter what those looked like - from farmhouse all the way to airstream! This shift allowed Lenox to ride the wave of the homebody economy as it emerged.
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