We’re so proud to announce that our Boob School campaign for Bravissimo has won a Northern Marketing Award in the Best Low Budget category. TV presenter Andy Crane announced the news at an awards ceremony at the Lancashire County Cricket Club last night, which we attended with Trumpet PR, our partners in the project.
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).