We’re delighted that our Boob School campaign for Bravissimo has been shortlisted for a Northern Marketing Award in the Best Low Budget category.
Earlier this year we were asked by Bravissimo, a national lingerie retailer for bigger boobed ladies, to create an integrated campaign that positioned them as being the home of quality bra fitting, educate women on how a bra should fit and feel, and create a buzz around the brand.
Working with Bravissimo’s expert team of bra fitters we pre-identified several common ‘bra faux pas’ and undertook primary research asking over 1,000 women which of these ‘booby traps’ they had fallen into. We went on to create 'Boob School’, a multi-platform campaign that helped women understand where they might be going wrong and ultimately pointed them to Bravissimo for advice. The campaign elements included a Facebook page for online enrolment and a microsite linked to Bravissimo’s main site and PR campaign, executed by our partners in the project, Trumpet PR.
The results were great - Bravissimo Website traffic increased by 26% and Bravissimo Facebook visitors increased by 600%. Importantly, the number of in-store fittings increased 9% (4% above target).
We’re up against some strong opposition from other great campaigns but we’ll find out which was judged the strongest when the winner is announced on Wednesday 3 July at a swanky dinner at Lancashire County Cricket Ground.