How a Legacy Brand Ran with Their TikTok Boom

Oct 25, 2024

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TikTok’s the place for dance trends, DIY hacks… and, apparently, for reviving iconic products from the ‘80s! When Lenox’s Spice Village collection started trending on the platform, it sparked a social media success story that no-one saw coming. Caitlin Gillard, Social Media Marketing Manager at Lenox, joins us to share how her small but mighty team turned TikTok virality and real-time feedback into a full-on product relaunch, proving that sometimes, the fans know best.

Full Episode Details

Lenox’s iconic Spice Village collection may have started its journey back in 1989, but thanks to TikTok, it’s making a serious comeback! Who would’ve thought that decades later, a beloved kitchen staple would find a new generation of fans through social media? Caitlin tells us how the Spice Village collection went from nostalgia to viral sensation, sparking a relaunch.

Though the Lenox social media team may be small, they certainly didn’t just sit back and watch the buzz unfold—they dove headfirst into the conversation. By listening to what TikTok fans were saying and engaging directly with their feedback, they brought Spice Village back at the original price from 1989! Caitlin explains how this customer-first approach didn’t just revive a beloved product, but also led to new ideas and innovations for the brand’s future.

Caitlin also shares how her team manages the balancing act of keeping Lenox active across platforms like Instagram and TikTok. She emphasizes the importance of knowing “who you want to be following you” and how focusing on the right audience helps create genuine, lasting connections. Whether you’re trying to boost engagement or revive a legacy product, Caitlin’s insights offer valuable lessons for any social pro.

In This Episode:

2:04 - Caitlin’s role at Lenox and how her small social media team is making a big impact
5:20 - The story behind the Spice Village revival and the importance of social listening
10:32 - How an unexpected TikTok virality took Lenox by surprise and influenced their strategy for engaging younger generations
12:47 - Caitlin reflects on the internal reactions to the TikTok buzz and the valuable lessons learned along the way
16:35 - The coolest moments of the Spice Village revival and a glimpse into future plans at Lenox
17:26 - The importance of real-time feedback and why comments are driving product innovation at Lenox
22:26 - Social media platforms Lenox uses and the strategies for each
24:38 - Caitlin on the importance of knowing "who do we want to be following us" on TikTok
26:56 - How Lenox uses metrics and feedback to tell the full story of their social efforts
35:55 - Caitlin’s top tip for an aspiring social pro

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