Case Study: Lilly Pulitzer reignites brand relevance with PMG Digital Agency's TikTok influencer strategy

Lilly Pulitzer boosts TikTok engagement with PMG by 446k

Lilly Pulitzer, an iconic American heritage brand, partnered with PMG Digital Agency to refresh its brand identity and reestablish relevancy with a new generation of consumers. The challenge was to shift the brand forward while embracing its heritage, reinforcing its position as a destination for chic resort wear for sunny-spirited women of all ages and backgrounds.

PMG implemented an insights-driven influencer marketing strategy, primarily leveraging TikTok. The solution involved partnering with tastemakers to create content that showcased fashion credibility. This approach, backed by paid amplification, successfully drove conversation and positive engagement. The campaign delivered over 446k social engagements and 70 million impressions, with 98% positive sentiment. It also achieved a 9.7% lift in ad recall and a 42% increase in brand conversation, successfully reigniting the brand for a new audience.

Lilly Pulitzer