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.
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