CAMPAIGN: Bravissimo reveals the women behind the bras

In September 2006, retailer Bravissimo asked Dig For Fire to refresh its marketing strategy.

Bravissimo: used ‘everyday’ women for ads and focused on women’s personalities
Bravissimo: used ‘everyday’ women for ads and focused on women’s personalities

Client Bravissimo
Campaign Celebrate your curves
PR team Dig For Fire
Timescale February-May 2007
Budget Undisclosed

The resulting campaign featured seven Bravissimo customers (aged 23 to 43, with an F to an H cup) in Bravissimo lingerie. Images of the ‘Bravissimo girls’ were used in full-page ads, inserts and DM. They also starred in the firm’s first TV ad campaign.

Dig For Fire developed a media relations campaign to support the launch of the TV ads, generate editorial coverage about the models and increase brand awareness.

OBJECTIVES
To communicate the ‘Bravissimo experience’ as friendly, inclusive, supportive and fun. To appeal to an audience from girls to women in their fifties. To set the brand apart from other lingerie retailers by positioning it as more than just a ‘bra shop’.

STRATEGY AND PLAN
Dig For Fire’s in-house research team, Dig Research, established that Bravissimo customers wanted ‘everyday’ women to represent the brand, so the campaign was designed to focus on the women, their personalities and stories, rather than the product. For this reason, feature writers, rather than fashion editors, were invited to a media open day at Bravissimo’s Oxford Circus store and encouraged to meet the models for a ‘girly’ chat. Journalists were paired with models who matched their publication’s reader-profile.

MEASUREMENT AND EVALUATION
Coverage included an exclusive double-page spread in The Sun, and Woman’s Own. It was also covered in In the Know, Essentials, New Woman, Nottingham Evening Post, Yorkshire Evening Post and Southern Daily Echo.

RESULTS
According to in-house figures, awareness of Bravissimo among its target market rose from 28 to 36 per cent during the campaign, consumer press coverage reached 12.2 million people, while editorial value was put at £620,000.

Coverage focused on the girls’ individual stories and their experiences of having big boobs, which met the initial objective to set Bravissimo apart from other lingerie retailers.

 

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