Curvy Couture asks women to break up with their bra

The Bromley Group came up with a Valentine's Day campaign that encouraged women to "break up" with their bra in favor of a Curvy Couture bra.

Client: Curvy Couture (Los Angeles)
Agency: The Bromley Group (New York)
Campaign: Break Up with Your Bra
Duration: January 6 - February 20, 2014
Budget: about $1,800

The Bromley Group, AOR for Curvy Couture, came up with a clever Valentine’s Day campaign that encouraged women to "break up" with their bra in favor of a Curvy Couture bra.

"We’re always trying to increase sales and awareness, and the agency’s concept of breaking up with your bra was a perfect fit for Valentine’s Day," says Curvy Couture VP Evora Griffith Russell.

"Curvy Couture is a two-year-old brand that’s all about women embracing their curves, empowerment, sophistication, and glamour," explains Nataly Blumberg, senior PR specialist at the agency. "We wanted to educate women that they don’t have to be stuck with the bra they have if they’re not happy with it. We used language that’s usually used to talk about relationships to capture the essence of that."

Messaging and awareness was driven through partnerships with prominent curvy fashion and lingerie bloggers.

Original content was also pitched to media and used to engage social media audiences.

"Curvy Couture’s founder Dora Lau has 25 years manufacturing experience with major industry brands, and she really understands what women in this category need and why," Blumberg says. "We combined her knowledge with the idea of associating the perfect bra with relationships and incorporated it into the campaign’s educational aspects."

The team partnered with 10 bloggers they dubbed "Curvy Couture Soul Mates." Each blogger could promote the campaign however they wanted.

All bloggers got promotion codes to share with their readers. Two held contests that required readers to like Curvy Couture and the blogger on Facebook and comment on the blog site.

Prizes included bra and panty sets and gift certificates.

Tips provided by Lau that related to both lingerie and relationships were sent to bloggers and pitched to fashion and lifestyle print and online outlets.

During focus groups and fittings in the 18 months prior to the campaign, Curvy Couture asked more than 500 women how they felt about their current bra and Curvy Couture bras. Results were featured in an infographic that was given to the bloggers and media, along with photos designed to promote positive self-image.

All original content was also used to engage Curvy Couture’s Facebook, Twitter, and Pinterest audiences.

Russell reports retail and wholesale sales across all channels increased 55% between January 6 and February 15 compared to the previous month.

During the same time, website traffic jumped more than 86%, with new visitors up by 6,590.

Facebook likes increased from 11,503 to 14,708 between January 6 and February 20.

Thirty stories ran in outlets including Glamour, OK Magazine, Redbook, Ladies' Home Journal, Curvy Fashionista, Curvy Stylist, Lingerie Addict, and Lingerie Journal.

Russell says the campaign yielded more online top-tier media hits in one month than the brand has gotten in the past year.

Blumberg notes the campaign inspired a Canadian retail store to host a "Break Up With Your Bra" event featuring Curvy Couture on February 8.

"That event resulted in additional exposure in Toronto, which is considered an underserved market for curvy women," Blumberg adds.

The team will expand the campaign during the third and fourth quarters of this year.

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