Submitted by Artisan Council

Erno Laszlo #SelfCareSunday Instagram Stories Takeover

Influencer Marketing

Artisan Council ran #SelfCareSunday Instagram Stories takeovers for Erno Laszlo over 5 weeks, within a social strategy the agency reports grew the account +121% in 12 months.

64KCampaign Engagements
1,400New Followers

Case in 60 seconds

Erno Laszlo, a heritage brand, wanted to reach a new, younger customer, and the page frames the difficulty as remaining modern without losing or forgetting its history, so any refresh had to carry the past forward.

The campaign turns on self-care as the way in to the younger customer, because a weekly ritual such as a self-care Sunday gives a heritage brand a present-day occasion rather than asking the audience to value its history first.

Artisan Council built a new visual language and social strategy that retold the brand's glamorous Hollywood history in a modern way, so heritage became content for the new customer rather than a barrier to reaching them.

Artisan Council commissioned a series of high profile influencers to take over Erno Laszlo's Instagram Stories while each hosted a giveaway on their own channel, every Sunday for 5 weeks as the #SelfCareSunday campaign.

Artisan Council reports that #SelfCareSunday reached over 884,000 users, drew more than 64,000 engagements and gained over 1,400 new followers, while the Instagram account grew 121% in 12 months with over 3.3MM account impressions.

Strategy Breakdown

A new, younger customer for Erno Laszlo, which the page calls the brand's new target customer.
A heritage brand courting a younger customer risks either looking dated or discarding what makes it distinct, so the page sets the task as staying modern without losing or forgetting the brand's history.
The page casts Erno Laszlo as a host of weekly self-care, which lets the brand's glamorous Hollywood history sit inside a present-day routine rather than stand apart from it as nostalgia.
Each influencer hosted a giveaway on their own channel while taking over the brand's Stories, so followers had a concrete reason to move from the influencer's account to Erno Laszlo's rather than simply watch.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Artisan Council

Participation mechanic

  • Audiences took part through giveaways that each influencer hosted on their own channel during the weekly #SelfCareSunday takeovers of Erno Laszlo's Instagram Stories; the page does not describe how entries worked.

Results & Evidence

MetricValue
Campaign Engagements64K engagements
New Followers1,400 new followers

Why Artisan Council's strategy worked

  1. 1

    Pairing a takeover of the brand's Stories with a giveaway on each influencer's own channel moves attention in both directions, because the influencer's audience gains a reason to visit the brand while the brand borrows the influencer's voice.

  2. 2

    A fixed weekly slot turns a run of takeovers into a recurring appointment rather than a set of one-off posts, which gives a campaign of 5 weeks a rhythm the audience can plan around.

  3. 3

    A heritage brand can court a younger customer by restating its history in a new visual language rather than setting it aside, so the archive becomes material for modern content instead of a liability.

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