Lillet

Business Strategy

Lillet, a wine aperitif from France, wanted to make inroads in the U.S. by raising awareness among influential women between the ages of 25 and 40. To reintroduce the unique beverage as integral to a trendy, chic lifestyle experience, LANE positioned the summer of 2017 as “The Summer of Lillet Spritz.”

LANE aligned the Lillet brand with influential names in style and fashion, focusing on influencers in Los Angeles and San Francisco with potential to gain traction with target consumers nationwide. LANE created exclusive brand experiences to engage audiences and encourage social sharing, collaborated with designer boutiques to create a natural association with fashion and style, and generated and maintained buzz with a series of “aperitif hour” parties. Additionally, LANE amplified messaging with Lillet Style Ambassadors who promoted events as well as newly established U.S. social channels.

Result

With LANE, Lillet headlined four branded events in Los Angeles and San Francisco, which drew more than 150 influential attendees. Among event guests shopping, sipping and Snapchatting were luxury shoppers, film industry professionals (think Universal Pictures and HBO), actresses (such as Amber Stevens West and Jamie Chung) and social influencers (Hey Miss Carter and Damsel in Dior). The social reach of the campaign reached more than 2.1 million.

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