Bravissimo, the lingerie retailer for D-L cup women, has launched a 360º marketing campaign designed to raise awareness of its brand proposition amongst a new generation of younger customers.
Underpinned by an online social portal and Facebook app, the advertising campaign itself focuses on targeting high profile women’s interest publications and a wide ranging digital campaign. With this, the British brand aims to improve its reach and perception with younger audiences.
Focusing on the “transformational and confidence boosting effect” that customers experience when they find a good fitting bra, the campaign invites young women to discover their own Bravissimo experience and “find your #AmazingYou”.
Supported by a series of giveaways, the campaign marks a fresh look for the 25-store strong retailer, while remaining true to its mission of turning lingerie shopping for bigger breasted women from a negative into a positive experience.
Aggregating #AmazingYou posts from across Facebook, Twitter, Instagram and Pinterest into one wall, the campaign comes with a social portal – amazingyou.bravssimo.com – which encourages customer engagement.
Digital is “powerful”, and as Nicola Yates, Senior Marketing Manager at Bravissimo cites, “as the trend for peer-to-peer recommendations continues to grow, social media is also an increasingly vital marketing tool for any retailer. Our existing customers, who’ve already had their own Bravissimo experience, are the best recommendation we can have, and we believe that in telling their own stories they are the ones who can really inspire others to find their own #Amazing You.”