How a Legacy Brand Ran with Their TikTok Boom

How a Legacy Brand Ran with Their TikTok Boom

Author: Convince & Convert October 25, 2024 Duration: 39:52

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

Resources 

Visit SocialPros.com for more insights from your favorite social media marketers.


For years, Social Pros Podcast has served as an essential meeting point for those who do the real work in digital marketing. Created by Convince & Convert, this isn't a theoretical discussion; it's a deep dive into the practical realities of managing social media within larger business ecosystems. The conversations here consistently explore how platforms intersect with brand strategy, content creation, public relations, and paid media, moving beyond hype to examine measurable impact. You'll hear directly from the people behind the profiles at major organizations like Google, Reddit, Uber, and Oracle, gaining insight into their successes and the challenges they navigate daily. The longevity of this podcast is a testament to its value, offering a accumulated wealth of knowledge from hundreds of candid interviews and expert commentaries. Each episode functions like a focused case study, breaking down the "how" and "why" behind decisions that drive genuine business results. If you're looking to understand the evolving role of social media beyond the latest trend, this series provides a grounded, insider perspective that has educated a generation of marketing professionals. Tune in to hear the actual pros discuss the work that rarely makes it into a polished tweet or case study.
Author: Language: English Episodes: 100

Social Pros Podcast
Podcast Episodes
Greatest Hits: Inside Glossier's Iconic Social Approach [not-audio_url] [/not-audio_url]

Duration: 31:39
We revisit episode 544 of Social Pros with Jamie Dinar, Senior Manager, Social & Digital Content at Glossier, as she unpacks the brand's distinctive social strategy and provides top tips and tricks for social pros. Huge…
How Repurposing Content Makes You A B2B Social Hero [not-audio_url] [/not-audio_url]

Duration: 38:20
Once you hit 'publish' on a piece of core content, it's easy to get caught up in the production cycle before starting on something new. But when you don't repurpose your pillar content, you miss the opportunity to extend…
Why Social Pros Don't Have to Know it All [not-audio_url] [/not-audio_url]

Duration: 32:50
If you're feeling the pressure as a social media manager, this episode of Social Pros is for you. We welcomed Hannah Tooker, VP of Content at LaneTerralever, to talk about why social pros don't need to know it all and wh…
Why Brands Go People-First on Social [not-audio_url] [/not-audio_url]

Duration: 42:09
It's easy to get distracted by the trends, new platforms, and brands that are social media stars in their own right. But how do you create a strategy that's right for your brand? This episode of Social Pros with Mariya S…
Taking on Toxic Social with Noam Bardin [not-audio_url] [/not-audio_url]

Duration: 43:16
We are so pleased to welcome Noam Bardin, Founder of Post News, on this episode of the Social Pros podcast. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it with…
How to Get Better Audience Insights with SparkToro's Amanda Natividad [not-audio_url] [/not-audio_url]

Duration: 41:10
Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details What's the best way to colle…
Fresh Social Takes with ICUC's Erika Lovegreen [not-audio_url] [/not-audio_url]

Duration: 42:33
Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details In this ever-changing world…
How Shiseido's Social Leverages 150+ Years of Experience [not-audio_url] [/not-audio_url]

Duration: 41:08
Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud ICUC Full Episode Details So many teams work with crea…
How to Be a Social Selling Pro with Timothy Hughes [not-audio_url] [/not-audio_url]

Duration: 41:56
Selling is the primary motivator for a lot of people on social media. Some people do it really well, others are a little less polished. But it's safe to say that a lot of people aren't pros at social selling. Timothy Hug…

«1...678910