Submitted by Billion Dollar BoyAgency IPI Score 83/100

Loewe Squeeze Bag Launch

Influencer Marketing

Billion Dollar Boy paired fashion creators with a craft creator to launch Loewe's Squeeze bag on Instagram, generating 29 million impressions and a 10% engagement rate.

420KEngagements
10%Engagement rate
29MTotal impressions

About the campaign

Loewe wanted its new Squeeze bag positioned as an instant icon among women 18 and over, but judged standard influencer placements and traditional ads insufficient in a feed where luxury content competes not just with rival brands but with the fashion content digital natives already follow. Billion Dollar Boy's answer was what it called creative collisions: pairing three personality-first fashion creators with a craft creator, an unusual combination for commercial luxury partnerships, so the content could signal the bag's mix of craftsmanship and playfulness without explanatory copy.

Rather than handing down finished scripts, the agency ran collaborative workshops across four time zones during Fashion Week in which each creator pairing developed two content concepts, shifting the work from endorsement to genuine expression while Loewe supplied the brief, heritage context and product story. The result was six pieces of vertical video and Reels published on Instagram with Meta as a named platform partner, blending reality with magical realism through playful narratives.

The reported numbers were strong for the volume: 29.2 million Instagram impressions, 28.2 million reel plays, more than 10.4 million viewers reached at a $2.86 CPM and a 10 percent engagement rate, and the campaign won Gold for Best Fashion & Beauty Campaign at the 2024 Influencer Marketing Awards.

Case in 60 seconds

Loewe needed to position its new Squeeze bag as an instant icon among women aged 18 and over, but standard influencer placements and traditional ads were judged insufficient to achieve that in a saturated social feed.

Platform-native luxury content must compete not just with peer brands but with the fashion content digital natives already follow, meaning the creative had to feel genuinely of the platform rather than adapted from advertising.

Billion Dollar Boy devised 'creative collisions': pairing three personality-first fashion creators with one craft creator, an unusual combination for commercial luxury partnerships, to surface a point of view that matched the bag's mix of craftsmanship and playfulness.

Collaborative workshops across four time zones during Fashion Week let each creator pairing develop two content concepts, resulting in six final pieces of vertical video and reels on Instagram distributed with Meta as a named platform partner.

The six pieces of content delivered 29 million total Instagram impressions, 420K engagements and a 10% engagement rate, and won Gold for Best Fashion & Beauty Campaign at the 2024 Influencer Marketing Awards.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The campaign targeted women aged 18 and over, specifically digital natives who are active on Instagram and already engaged with fashion content. The audience framing positioned them as consumers whose attention is competed for by organic fashion content as much as by rival luxury brands.
Traditional luxury marketing relies on aspiration delivered through polished, brand-controlled imagery. On Instagram, digital natives favour creators who speak with a personal voice. The tension was between luxury brand authority and the platform-native authenticity that actually earns attention in a crowded feed.
Standard influencer placements and traditional ads were judged insufficient to elevate the bag to instant icon status. The category challenge was that luxury brands typically retain tight creative control, which can produce content that reads as adapted advertising rather than genuine platform expression.
Loewe's role was to provide the creative brief, heritage context and product story, while ceding enough narrative ownership to the creators so the content could feel platform-native. The bag itself, described as a jewel of craftsmanship with a playful character, became the subject rather than the prop.
Creator-led workshops let creators own the narrative, which shifts content from endorsement to expression. Audiences are more likely to engage with content that appears to originate from a creator's genuine point of view than with content that reads as paid placement, even when the relationship is disclosed.

Creative & Execution System

Assets & channels

  • Six pieces of vertical video / Instagram Reels
  • Instagram feed and Reels distribution
  • Creator-generated imagery including a creator walking a Paris street carrying the Squeeze bag (Billion Dollar Boy case study)

Partners

  • Billion Dollar Boy (lead agency, Influencer Marketing Awards entry)
  • Meta (platform partner, Shorty Awards entry)
  • Loewe / LVMH (client, Shorty Awards entry)

Participation mechanic

  • Creator-led collaborative workshops across four time zones during Fashion Week (Billion Dollar Boy case study)
  • Each creator pairing developed two content concepts (Shorty Awards entry)
  • Content blended reality with magical realism through playful narratives (Vendry)

Creator role

  • Three personality-first fashion creators co-created content concepts (Billion Dollar Boy case study)
  • One craft creator paired with each fashion creator to signal the bag's craftsmanship credentials (Shorty Awards entry)
  • Creators owned the narrative direction developed in workshops (Billion Dollar Boy case study)

Results & Evidence

MetricValueResult typeConfidence
Total impressions29MReachAgency reported
Engagement rate10%EngagementAgency reported
Engagements420KEngagementAgency reported

Awards & Recognition

Award showYearCategoryResultSource
Influencer Marketing Awards2024Best Fashion & Beauty CampaignGold Winner—
Shorty Awards2024Vertical VideoFinalist—

Why Billion Dollar Boy's strategy worked

  1. 1

    A small, tightly directed set of assets can generate outsized reach: six pieces of content produced 29 million Instagram impressions, suggesting that creative focus and platform fit matter more than content volume in luxury launches.

  2. 2

    Pairing a craft creator with fashion creators gave the content a credible way to signal the bag's craftsmanship heritage to a social audience without explanatory copy, an approach that stood out against standard product-placement formats in the category.

  3. 3

    Creator-led workshops conducted during Fashion Week across four time zones shifted content from adapted advertising to platform-native expression, because creators arrived at concepts themselves rather than receiving a finished brief to illustrate.

  4. 4

    Using Meta as a named distribution partner alongside creator reach suggests that paid amplification of organic-feeling content was part of the campaign's efficiency, though the exact split between organic and paid delivery is not disclosed.

  5. 5

    For luxury brands in particular, framing competitors as all fashion content that digital natives follow, not only rival houses, forces a higher creative bar and produces content that earns attention rather than merely buying it.

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