Looks pretty, but did it make you any f*cking sales?

@kafandcomarketing

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Why it worked

The video leverages a surprising and relatable marketing tactic (a luxury brand using UGC with an older model) to capture attention and then pivots to offer a solution for businesses struggling with similar marketing challenges, making it highly relevant and shareable.

Summary

This video discusses how the luxury brand Jacquemus used UGC by featuring the founder's grandmother in their campaign, challenging the notion that UGC isn't suitable for luxury marketing. The speaker, a marketing strategist, highlights this as a successful strategy to connect with mature customers and drive sales.

Structure

1Introduction of Jacquemus' campaign featuring his grandmother.
2Discussion on the effectiveness of UGC in luxury marketing.
3Explanation of how UGC can resonate with mature customers.
4Speaker's credentials and offer of marketing strategy services.
5Call to action for viewers to share their own UGC strategies.

Product placement

The video promotes a marketing strategy service called 'kafandco' through the creator's bio link, using the Jacquemus campaign as a case study for effective UGC marketing.

Original caption

@Jacquemus made his grandmother Liline the face of the brand in January, over every celebrity in fashion. This is UGC in the luxury world. Are you a luxury brand founder saying that customer content and UGC still can’t be done for your category? #marketing #marketingstrategy #marketingconsultant #marketingandsales #businessownertiktok

More from @kafandcomarketing

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Call to action

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On-screen text

ELLE Looks pretty, but did it make you any f*cking sales? JACQUEMUS This luxury brand turned down Kendall Jenner, Bella Hadid & Bad Bunny to make his 79 yr old grandmother the brand's first ambassador. I'm proud to introduce our very first Jacquemus Brand... Images may be subject to copyright. Learn more. Share jacquemus grandma

Transcript

I'm proud to introduce our very first Jacquemus Brand... Images may be subject to copyright. Learn more. Share. jacquemus grandma. Wake up brand funders, even luxury global fashion houses like Jacquemus are using UGC content in their marketing. At the start of this year, Jacquemus announced that his grandmother would be the new face of his campaign. Which makes total sense because so many of us, including a mature customer, who can relate to people who they know or who they can relate to. So while Jacquemus has big aspirational campaigns, he knows that he has a mature customer who he can convert by showing real people like his grandma, styled in the pieces. My name's Kate, I'm a sales marketing strategist and business consultant. I help 6 to 9 figure brand founders scale to 1 million to 2 million dollar months and turn into 40 million to 200 million dollar businesses. And this move has literally revolutionized and can cancel out any luxury brand founder in Australia and the US who is currently saying that UGC content can't integrate into their marketing content because it's off-brand. You can show real customers, which is social proof in your content in a particular stage of your funnel. And you can do it within a luxury aesthetic. She's actually modeled for the brand before, it just got a fresh way of attention in 2026. So one of the biggest luxury fashion houses just put UGC at the front and center of their marketing. Is this something you're doing in your brand? Drop a comment below.