Interview with Laetitia Pennanech, International Acquisition Manager, and Claire Serena, Head of Press, Influence & Corporate Communication
In this interview, Laetitia Pennanech, International Acquisition Manager, and Claire Serena, Head of Press, Influence & Corporate Communication at Chantelle, share insights into the Chantelle influencer marketing strategy, its business challenges, and the support provided by Affilae to strengthen visibility, desirability, and brand consistency in France and internationally.
Can you introduce Chantelle in a few words and describe its current positioning?
Chantelle is an independent, family-owned French lingerie house with nearly 150 years of history and innovation.
Today, the brand operates in a premium universe designed to combine excellence in materials, comfort, and contemporary style. Some collections, such as Chantelle X, further reinforce a bold and creative dimension, illustrating Chantelle’s ambition to evolve the codes of lingerie and support its influencer marketing strategy with a strong, modern identity.
What were your marketing and business challenges when you decided to work with Affilae’s Brand team?
One of the main objectives of the Chantelle influencer marketing strategy was to reinforce brand visibility and desirability. While brand awareness remains strong, part of the general public does not yet fully perceive the transformation the brand has undergone.
Chantelle now offers products aligned with current consumer expectations: innovation, comfort, modern aesthetics, and diversity of silhouettes. Making this evolution visible and clearly expressing the brand’s renewed positioning was therefore a key business challenge.
How do you view a Brand Influence campaign versus a Performance-driven campaign?
For Chantelle, the most important indicator is how the creator presents the brand. Engagement, authenticity, and consistency between the creator’s universe and Chantelle’s values are essential pillars of the Chantelle influencer marketing strategy.
We structured Brand and Performance approaches in a complementary way, with activations running throughout most of the year:
- Brand Influence: high-visibility profiles to amplify brand image and values
- Performance Influence: micro-creators focused on highlighting concrete product benefits
This balanced approach allows the Chantelle influencer marketing strategy to combine awareness, desirability, and measurable commercial impact.
What advantages did you gain from centralizing Brand and Performance campaigns on Affilae?
Centralization was a key strength of the Chantelle influencer marketing strategy. From a reporting perspective, all KPIs — Brand and Performance — are available in one place, enabling clear analysis and alignment between teams.
Affilae also coordinates creators activated across both levers, ensuring flexibility, consistency, and avoiding duplication of efforts.
How did Affilae support your physical events to strengthen your influencer strategy?
Several events supported the deployment of the Chantelle influencer marketing strategy, including the “Something More” launch event, fitting sessions with Brand creators, and a press trip.
Affilae’s teams played a central role beyond logistics, acting as a bridge between the brand, creators, and agencies. Their on-site presence fostered trust, improved communication, and enabled real-time adjustments, reinforcing the effectiveness of the influencer activations.
What constraints were identified at the beginning of the campaign?
Budget was an initial consideration, but the main challenge was identifying creators aligned with Chantelle’s values. Inclusivity, diversity, and sustainability are non-negotiable pillars of the Chantelle influencer marketing strategy.
Deploying the campaign across four European markets — France, Germany, Italy, and Spain — also required a test-and-learn approach, as influencer practices vary significantly by country.
To what extent is Affilae a strategic partner in your Brand campaign?
Affilae enabled Chantelle to reach B2C audiences through authentic content creators, complementing traditional media and press. This perspective enriches the Chantelle influencer marketing strategy by offering more human, engaging, and relatable brand storytelling.
Are you satisfied with the results?
This first year of collaboration delivered valuable insights and learnings for both teams. Affilae’s strong expertise in the French market and its ability to scale internationally have been key assets in structuring and optimizing the Chantelle influencer marketing strategy.
We are satisfied with this first year, which was both intense and impactful.
Want to know more ? Explore the Chantelle case study
