Since 1876, the Chantelle Group has established itself as a key player in the lingerie market in France, driven by a heritage of excellence and a constant ability to innovate. In recent years, the brand has accelerated its transformation through a profound evolution: a contemporary brand universe, product innovations focused on comfort and inclusivity, and a communication approach aligned with today’s cultural and aesthetic standards.
In 2025, Chantelle set out to fully unveil this new momentum through an iconic brand campaign, Something More. To bring this ambition to life, Chantelle relied on Affilae’s Brand team as part of its Brand Influence strategy.
Objectives and constraints
- Create, structure, and manage an ambassador crew in each deployed market (France, Germany, Italy, Spain).
- Amplify the brand’s new positioning by activating macro and high-awareness influencer profiles.
- Combine strong branding ambitions with sustained performance to ensure a balanced and long-term strategy.
- Develop and strengthen ambassador relationships through an offline engagement strategy.
“This first year of collaboration has been particularly constructive for both our teams. Affilae has a strong understanding of the French influence ecosystem — creators, affiliates, agencies — while also bringing structured and adapted methodologies.
Despite an ambitious timeline, the results have met our expectations. Coordinating profiles activated for both Brand and Performance ensured consistency, agility, and avoided overlaps.
Finally, the implementation of centralized reporting now provides us with a clear and unified overview, enabling decision-making aligned with our objectives.”
“A great challenge that turned into a great success! Showcasing Chantelle’s repositioning work, carried out over several years, was both a challenge and a real source of pride for our Brand team. Repositioning is one thing… making it known is even better!
Thanks to close collaboration between Chantelle, Affilae, and the content creators who embodied this new vision throughout the year, we successfully highlighted a long-term strategic transformation.
Thank you to Chantelle for trusting us with these ambitious goals.”
“Proud to have supported Chantelle in its rebranding strategy through influence marketing.
The annual Something More campaign, carried out hand in hand with Affilae, Chantelle, and content creators, enabled us to build an ambassador crew across the FR, IT, and ES markets, amplifying the brand’s presence in each region.
The content produced throughout the year delivered strong visibility and reinforced Chantelle’s new brand image.
Thank you to Chantelle for placing their trust in Affilae’s Brand team.”