Submitted by Tanke - Creative Influencer MarketingAgency IPI Score 16/100

Gucci Guilty Influence Marketing Campaign with Tanke

Influencer Marketing

Tanke ran an international Instagram influencer campaign for Gucci Guilty fragrances across four countries, reporting a 12,4% engagement rate across 50 content pieces.

50content pieces
12,4%engagement rate
713,1Ktotal impressions
428,1ktotal reach

Case in 60 seconds

Gucci needed its Guilty Eau de Toilette for men and Eau de Parfum for women promoted together for Valentine's Day under a single message the page records as "An ode to self-acceptance".

The campaign appears to turn on the tension inside its own brief, because a Valentine's occasion pulls towards couples while a self-acceptance message pulls towards the individual, and casting both couples and solo talents holds the two together.

Present two fragrances marketed by gender through the relationships and the individuality of the talents themselves, so the pairing reads as personal rather than as a paired-product mechanic.

TANKE selected talents in Israel, Greece, Sweden and Denmark, including @ageospothitos, @bar_miniely, @emiliosmarku, @eemilbeer & @little.ros, @alvabratt and @astridaeroe, who posted Instagram Carousels and a set of Stories as couples or individually under #GucciGuilty.

TANKE reports a 12,4% engagement rate, 713,1 K total impressions and 428,1 k total reach from 50 content pieces, with no breakdown by market, talent or format given.

Strategy Breakdown

Instagram audiences reached through influencer content, addressed via a Valentine's Day fragrance campaign for men and women in Israel, Greece, Sweden and Denmark.
Valentine's Day frames fragrance as something given between partners, while the brand message the page quotes is "An ode to self-acceptance", so the work had to sit on an occasion about couples without reducing the product to a couple's gift.
Fragrance cannot be demonstrated on a visual platform, so the campaign leaned on the talents' relationships and individuality as the thing shown, which is what the page names as the route to an authentic presentation.
Gucci set the message and the two products, and the page positions the talents rather than the brand as the ones expressing it, so the brand appears as the occasion for a personal statement rather than its author.
Allowing talents to appear as couples or individually reads as an acknowledgement that audiences respond to the creator's own situation, so forcing every talent into a couples format would have cost the authenticity the page says the approach was built for.

Creative & Execution System

Assets & channels

  • Instagram
  • Carousel posts
  • Instagram Stories

Partners

  • Tanke

Participation mechanic

  • Talents published under the hashtag #GucciGuilty, which the page presents as a campaign tag carried by the creator posts rather than as a call for audience submissions.

Creator role

  • @ageospothitos — creator
  • @alvabratt — creator
  • @astridaeroe — creator
  • @bar_miniely — creator
  • @eemilbeer — creator
  • @emiliosmarku — creator
  • @little.ros — creator
  • talents from Israel, Greece, Sweden and Denmark

Results & Evidence

MetricValue
Content Pieces50 content pieces
Engagement Rate12,4% engagement rate
Total Impressions713,1K total impressions
Total Reach428,1k total reach

Why Tanke's strategy worked

  1. 1

    Casting talents as couples and as individuals within one roster lets a single brief serve a paired product line and a message about the self, which suggests the casting structure can carry a contradiction the copy cannot.

  2. 2

    Pairing Carousel posts with Instagram Stories across a four-market roster produced 50 content pieces, which reads as a volume built from format stacking per talent rather than from roster size alone.

  3. 3

    A reported 12,4% engagement rate against 428,1 k total reach suggests the roster was selected for audience response rather than for scale, though the calculation basis is not defined.

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