Lalique x YKONE: Encre Indigo
Influencer MarketingEight artist and dancer creators, one Geneva shoot, one unified 'blue wave' concept, an Instagram launch for Lalique's men's fragrance Encre Indigo.
About the campaign
Launching a men's fragrance into a crowded luxury market, Lalique needed the 2024 debut of Encre Indigo to feel native to Instagram rather than defaulting to the high-gloss editorial content that can read as distant on social feeds. YKONE's answer leaned on the house's own artistic lineage, tracing back to founder Rene-Jules Lalique, by casting eight artist and dancer creators whose performance quality mirrored a fragrance built around energy and movement.
The bigger structural bet was coherence: rather than eight independent productions, all creators, @dididediego, @jimy_09, @_igotflo, @boon.vivant_, @taylorkaeknott, @tanjukosee, @tarylboothe, and @morganlugo_, shot in a single location in Geneva, Switzerland under one unified blue wave visual concept, so that posts landing across different accounts would register as one brand moment rather than fragmenting into disconnected content. YKONE handled casting, booking, artistic direction, and creative guidelines, and the shoot yielded 41 Instagram posts across the eight accounts.
The agency reports the campaign reached 374,000 accounts and generated 1.2 million impressions, with 31,600 interactions at a 3 percent engagement rate, performance YKONE characterises as above typical benchmarks for luxury brand content on Instagram, though all figures are self-reported and sales impact was not disclosed.
Case in 60 seconds
Launching a men's fragrance in a crowded luxury market requires a distinct visual identity that feels native to Instagram rather than purely editorial, a challenge Lalique faced with the 2024 debut of Encre Indigo.
Artists and dancers carry a performance quality that mirrors a fragrance built around energy and movement, making them a more resonant creative vehicle than conventional lifestyle creators for this brief.
Build a single unified 'blue wave' visual concept, executed by eight artist and dancer creators all shooting in one location — Geneva, Switzerland — so the campaign reads as one coherent brand moment across multiple accounts, as described by YKONE.
YKONE handled casting, booking, artistic direction, and creative guidelines for eight influencers — @dididediego, @jimy_09, @_igotflo, @boon.vivant_, @taylorkaeknott, @tanjukosee, @tarylboothe, and @morganlugo_ — who together produced 41 posts from a single Geneva shoot, all published on Instagram.
Per YKONE's own reporting, the campaign reached 374K accounts, generated 1.2M impressions, 31.6K interactions, and a 3% engagement rate across 41 posts — figures the agency characterises as above typical benchmarks for luxury brand content on Instagram. All figures are self-reported and not independently verified.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Instagram creator posts (41 posts across 8 accounts)
- Single-location shoot assets (Geneva, Switzerland)
Partners
- YKONE — lead agency, casting, booking, artistic direction, creative guidelines (self-attributed via https://ykone.com/portfolio/lalique-encre-indigo/)
Participation mechanic
- Creators published individual posts aligned to a shared blue wave visual brief
- All content originated from a single coordinated shoot rather than independent creator-led production
Creator role
- Eight creators (@dididediego, @jimy_09, @_igotflo, @boon.vivant_, @taylorkaeknott, @tanjukosee, @tarylboothe, @morganlugo_) acted as both talent and distribution channel, producing and publishing content within YKONE's creative guidelines
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| Accounts reached | 373,500 | Reach |
| Impressions | 1,200,000 | Impressions |
| Interactions | 31,600 | Engagement (absolute) |
| Engagement rate | 3% | Engagement rate |
Why YKONE's strategy worked
- 1
Casting artists and dancers rather than generic lifestyle creators gave the content a performance quality consistent with the fragrance's theme of energy and movement, making the brand rationale for creator selection legible to the audience.
- 2
Concentrating all eight creators in a single shoot location (Geneva) enforced visual consistency across accounts, reducing the fragmentation that typically weakens multi-creator campaigns where talent shoots independently.
- 3
A single, named visual concept (the 'blue wave') gave creators a shared brief strong enough to produce a coherent feed presence across 41 posts, supporting the stated goal of a recognisable brand moment rather than scattered individual pieces of content.
- 4
A focused, single-platform approach (Instagram only) allowed production resources and creative direction to be concentrated rather than diluted across multiple channels — appropriate for a contained luxury launch.
- 5
Based on the available evidence, the reported 3% engagement rate may indicate that non-conventional creator casting (artists, dancers) can outperform baseline luxury benchmarks on Instagram, though without a control group or independent verification this remains an inference from the agency's own characterisation.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate