Company

Luxury used to keep its distance: glossy campaigns, closed doors, a little mystery. Then social happened. Now 38% of luxury shoppers discover brands through user-generated content, and the houses winning are the ones that show up in the feed like people, not billboards.

Few do it better than LOEWE. The Madrid house, founded in 1846 and part of LVMH since 1996, once turned a viral meme into a leather tomato, and Lyst crowned it the world’s hottest brand in 2024 and again in 2025. But with the luxury consumer base shrinking from 400 million to 340 million since 2022, even the coolest house on TikTok needed its content to work harder, reaching new audiences beyond its own followers.

Challenge

The problem was where that content lived. On Instagram and TikTok, even LOEWE’s best posts get a day or two in the spotlight before the algorithm moves on, and they mostly reach people who already follow the house.

Getting it in front of anyone else meant compromising. Standard display ads would shrink that content down to a single static banner, or mean remaking it from scratch. More paid social just put LOEWE back in the same fast-scrolling feeds, fighting for a thumb against everything else. Neither felt very LOEWE.

And LOEWE needed proof it worked. This was about building the brand, not driving clicks, so the real question was whether its content could move spontaneous awareness, ad recall and desirability: the metrics that matter in luxury, and the ones a click-through rate can’t show.

Solution

So LOEWE tried something nobody had done before. With Amondo and Teads, it launched a campaign that curated multiple pieces of its social content into one interactive ad and distributed it across Teads’ premium publisher network. It was the first campaign the two partners ran together, and the first time Amondo had ever distributed content through paid media, using what’s now our Ad Unit.

Giving social content a second life

Inside the Amondo platform, LOEWE’s team picked its strongest Instagram and TikTok posts: campaign imagery, product close-ups and talent-led moments around its latest bags and collections.

They went straight into one Ad Unit, a grid of Tiles that looks and behaves like a social feed. Nothing was remade or squashed into a banner. Readers could browse several pieces of LOEWE content at once and tap any piece of content to engage with it further.

Because every piece was social-native, made for Instagram and TikTok rather than an ad brief, the Ad Unit never felt like an ad. It looked like the content people already choose to watch, so they engaged with it spontaneously, the same way they would in their own feeds.

Swapping the feed for premium editorial

LOEWE’s content ran across Teads’ premium publisher network in Asia, including ELLE Japan, sitting right inside the articles people were reading. Instead of fighting for a thumb in a busy feed, it met readers who were already settled in with a fashion or culture story.

The goal was brand awareness, not sales. Content people actually feel something about is the best way to build a brand, so there was no CTA and no “Shop now” button in sight.

Without a hard sell, the campaign read like content rather than an ad. LOEWE’s posts finally got real time in the spotlight: people explored them like a feed, lingered on whatever caught their eye and built an emotional connection with the house along the way.

Results

Kantar measured the brand lift in Japan, comparing people who saw the campaign with a control group who didn’t.

• 22nd to 3rd fashion brand people thought of first, level with Gucci

• +7% uplift in brand desirability

• +4% uplift in consideration

• +8% uplift in purchase intent

For LOEWE, it was proof its social content could keep building the brand long after the feed moved on. It was also the start of the Amondo and Teads partnership, which has since run campaigns for luxury and consumer brands alike.

Social content shouldn’t end at the feed. By marrying high-value creator content with premium media, we maximise brand power across the open web. Re-architecting authentic assets into ad experiences engineered for impact delivers incremental reach, engaging lean-in audiences in a high-dwell world where attention and trust peak.

Sophie Evans

Creative Strategy Director at Teads