Love the Fit consumer campaign
Case Study
Case Study
The Challenge
We were originally taken on by Panache Lingerie to refresh and update their four D+ lingerie brands. Historically, budgets had allowed for nothing more than brochures and trade activity. Although this had led to a good reputation amongst trade customers and a loyal (but still relatively small) consumer base, sales in the UK were not growing. We were asked how we’d spend £100K to turn this around.
The Strategy
Our answer was simple. Superbra is Panache’s most established and highest-volume brand. It has a reputation for superior fit and is priced more competitively than its two main competitors - Fantasie and Triumph. We suggested getting behind Superbra with a sustained consumer advertising campaign.
To keep within budget we used photography that we’d recently shot for the following season’s brochure. And we decided to lead the campaign with Superbra’s long standing (but underused) brand line, LOVE THE FIT, to begin telling women exactly what Superbra - and Panache - stand for.
As well as taking full-page ads in national women’s titles, we advertised online at Mail Online, optimised Panache’s Facebook page and built a dedicated microsite - all encouraging women to get fitted at their nearest store.
We also involved retailers around the country by providing promotional material to support special Superbra fitting events.
The Results
Duringthe seven weeks of the campaign the microsite received 49,000 visits. The MailOnline advertising achieved over 10 million impressions and a click-throughrate of 0.27% - one of Femail’s most successful campaigns ever. Panache gainedover 1,500 new fans on their Facebook page, and also reinforced their positionin theOver seven weeks our microsite had 45,997 visits from women across the world. The Mail Online advertising achieved over 10 million impressions and a click-through rate of 0.27% - which was one of their most successful campaigns ever. And Panache gained over 1,000 new fans on their Facebook page, and also reinforced their position in the D+ market.
Most importantly though, not only did Superbra sales increase by 25%, but sales of the other Panache brands also improved.
We were originally taken on by Panache Lingerie to refresh and update their four D+ lingerie brands. Historically, budgets had allowed for nothing more than brochures and trade activity. Although this had led to a good reputation amongst trade customers and a loyal (but still relatively small) consumer base, sales in the UK were not growing. We were asked how we’d spend £100K to turn this around.
The Strategy
Our answer was simple. Superbra is Panache’s most established and highest-volume brand. It has a reputation for superior fit and is priced more competitively than its two main competitors - Fantasie and Triumph. We suggested getting behind Superbra with a sustained consumer advertising campaign.
To keep within budget we used photography that we’d recently shot for the following season’s brochure. And we decided to lead the campaign with Superbra’s long standing (but underused) brand line, LOVE THE FIT, to begin telling women exactly what Superbra - and Panache - stand for.
As well as taking full-page ads in national women’s titles, we advertised online at Mail Online, optimised Panache’s Facebook page and built a dedicated microsite - all encouraging women to get fitted at their nearest store.
We also involved retailers around the country by providing promotional material to support special Superbra fitting events.
The Results
Duringthe seven weeks of the campaign the microsite received 49,000 visits. The MailOnline advertising achieved over 10 million impressions and a click-throughrate of 0.27% - one of Femail’s most successful campaigns ever. Panache gainedover 1,500 new fans on their Facebook page, and also reinforced their positionin theOver seven weeks our microsite had 45,997 visits from women across the world. The Mail Online advertising achieved over 10 million impressions and a click-through rate of 0.27% - which was one of their most successful campaigns ever. And Panache gained over 1,000 new fans on their Facebook page, and also reinforced their position in the D+ market.
Most importantly though, not only did Superbra sales increase by 25%, but sales of the other Panache brands also improved.
