Building A Standalone Creative Social Launch Campaign
We worked with long-standing client, Bodyform, to introduce a category-first product – a black liner – with a standalone, creative social launch campaign.
Black is the most popular underwear colour in the UK. And yet all liners were white. Visible white liners are never a good thing, particularly if you’re going for that all-black look.
Drawing inspiration from the world of fashion, we devised a stand-out creative launch campaign that called out key insights – such as the familiar see-through legging scenario. A Facebook and Instagram ad campaign was supported with the brand’s first Facebook Live – a ‘Black is the New Black’ competition.
We produced an extensive launch toolkit and social roll out. In conjunction with this we worked closely with retailers to support promotional calendars and drive trial during the all-important launch period.
The launch campaign enjoyed a reach of 1.7 million, with 12.4k social engagements. There were also 5k click-throughs to asda.com. Additionally, the Ipsos metric ‘understands me as a woman’ is in long-term growth.