Branding image and influence: Chantelle’s global strategy

Since 1876, the Chantelle Group has been a dominant force in the lingerie market, defined by a heritage of excellence and a relentless drive for innovation. In 2025, the brand unveiled its new identity through the iconic “Something More” campaign. To bring this vision to life, Chantelle partnered with Affilae to execute a high-end brand influence strategy.

The challenge: Building a global community

The goal was to create a cohesive brand narrative across major European markets (France, Germany, Italy, Spain) while meeting three core objectives:

• Recruiting and managing an elite “crew” of high-profile macro-ambassadors.
• Balancing branding image and influence with tangible performance metrics for sustainable growth.
• Deepening creator relationships through an integrated offline animation strategy.

The strategy: A high-touch 360° approach

The campaign strategy revolved around four major annual “Bursts”—each focusing on a specific theme, goal, and product line. To ensure long-term loyalty, the brand moved beyond digital interactions:

• Offline Engagement: Press trips, launch parties, and physical meetups to turn influencers into genuine brand partners.
• Multichannel Synergy: Deploying UGC (User Generated Content) campaigns and physical in-store activations to bridge the gap between social media and brick-and-mortar retail.

The takeaway: Performance-driven branding

By centering its model on branding image and influence, Chantelle demonstrates that affiliation is no longer just a lower-funnel tool. It is a powerful engine for brand repositioning. Through pedagogical support and immersive experiences, the brand has successfully turned macro-influencers into long-term ambassadors who embody Chantelle’s modern aesthetics across Europe.