Defenders of Digital
Telling the stories of the heroes fighting the dark side of the digital world.
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21 Bennett’s Hill,
Birmingham,
B2 5QP
From hot concepts and on-point production to pixel-perfect digital execution, we put all our expertise into making sure this campaign was the perfect fit.
Problem
Founded in 1995, pioneering lingerie brand Bravissimo came to us with a problem.
As the brand had grown up, so had their consumers.
Together we defined the challenge:
Reach and engage with a younger audience across digital, in-store, social media, press and OoH channels.
Thinking
To build insights for the campaign we looked at Bravissimo’s target audience and competitors to understand what was being communicated to women and how it was received.
Our analysis uncovered a number of opportunities to elevate Bravissimo above the competition:
Don’t be overly styled or superficial.
Don’t preach or patronise about fit.
Be desirable, not overtly sexy.
Result
From this, we summarised that it was more than just a product-based purchase, it was an emotive proposition.
It’s about how lingerie can make women feel.
Armed with this insight, we created an end-to-end campaign spanning photo shoots, video creation, in-store support, social media, social content, website and much more.
The campaign was more than just marketing, it was a fundamental shift in communications approach to resonate with a new audience.
The Results
67% to 74%
increase in brand sentiment
42% increase
in social conversations about the brand
4,045% increase
in social media engagement
57% of all new clients
were from the target range of 18-45
7.42% vs. 4.19%
conversion rate of campaign driven traffic
Over £100,000
online-generated revenue in the first 12 weeks
Telling the stories of the heroes fighting the dark side of the digital world.