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

IKKS: Annual Influencer Marketing Strategy in France

Influencer Marketing

TANKE ran a year of influencer marketing for IKKS across 10 campaigns with 43 KOLs, reporting more than 18.8m total impressions and a 6.3% engagement rate.

10KOLs selected
110.000clicks
18Mconsumers reached (organic)
6.3%engagement rate

Case in 60 seconds

IKKS set out in 2024 to support a premium repositioning and to engage a younger, more connected audience, which had to happen without the brand losing the loyal customer base it already held.

The campaign appears to turn on the reading that a younger fashion audience judges a repositioning by who is seen wearing the collections, so casting had to carry a credibility that brand-owned advertising would not supply on its own.

TANKE built a tailored influencer marketing strategy around high-impact KOLs, long-term brand ambassadors and retail activations, treating the year as one continuous collaboration rather than a run of separate seasonal pushes.

Across 10 campaigns, one supporting each of the 10 IKKS collections, TANKE selected 43 KOLs who shared 269 pieces of content, with long-term ambassador relationships and retail activations running alongside the collection launches.

TANKE reports more than 14.8M total reach, more than 18.8m total impressions, more than 110.000 clicks and a 6.3% engagement rate, with over 141,000 visits to the IKKS e-shop.

Strategy Breakdown

A younger, more connected audience the brand wanted to engage alongside its existing loyal customer base, described on the page as fashion-conscious consumers.
Fashion labels attempting a premium repositioning risk reading as a different brand to the customers they already have, so IKKS needed the new image carried by people a younger audience already followed while the loyal base stayed served.
Based on the available evidence, IKKS enters the work through the collections themselves, because each of the 10 collections was given its own campaign so that product moments rather than a single brand statement carried the repositioning.
Creators publishing beyond their contracted commitment, which the page puts at 42% of total publications, suggests an enthusiasm the audience can read as genuine, and that is what the agency credits for the strength of the results.

Creative & Execution System

Partners

  • TANKE

Creator role

  • jaimetoutcheztoi — creator
  • 43 KOLs
  • high-impact KOLs
  • long-term brand ambassadors

Results & Evidence

MetricValue
KOLs SelectedOver the course of 10 campaigns , supporting each one of IKKS 10 collections, TANKE carefully selected 43 KOLs who shared 269 pieces of content.
Clicks>110.000 Clics
Consumers Reached (Organic)The campaign projected the brand's new image to more than 18 million* fashion-conscious consumers.
Engagement Rate6.3% engagement rate
Spontaneous Share of PublicationsThis translated in a commitment that exceeded their engagements , as they spontaneously published additional pieces of content, representing 42% of the total publications and proving their deep adherence to the IKKS universe.
Total Impressions>18.8m Total impressions
Total Reach>14.8M total REACH
Visits to the IKKS E-ShopDesigned as a long-term collaboration, this approach successfully reshaped brand aspiration while driving over 141,000 visits to the IKKS e-shop and achieving an impressive average engagement rate of 6.3%.

Why Tanke's strategy worked

  1. 1

    Selecting talent for fit with a brand universe rather than for follower scale appears to buy unpaid extension of a campaign, since 42% of the publications here were posts creators made beyond their contracted commitments.

  2. 2

    Running one campaign per collection gives a repositioning ten separate occasions to be seen in rather than a single launch moment, which suits a brand shifting perception while it keeps serving existing customers.

  3. 3

    Pairing long-term ambassadors with one-off KOLs reads as a way to build familiarity, because a face returning across ten collections carries a new brand image further than a roster replaced each season.

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