When Bravissimo first approached us, they were looking for a paid media campaign that fit with their organic presence; fun and feminine with an engaging tone of voice that resonated strongly with their audience of big-boobed women.
Their latest body-positivity campaign ‘I Am’ connected with women far and wide – and they wanted to bring that same message to their social media ads.
As Bravissimo caters to the big-boobed women of the UK, we needed to segment these women on social and talk to them with a campaign that resonated with this particular audience.
Finding big-boobed women isn’t exactly straightforward, so we had to be smart. Our top-of-funnel targeting aimed to reach all women ages 18-65+. Then, as we moved down the funnel, we focused on serving personalised messages to each age group.
Strategy & Approach
To increase brand awareness and build sales, we were tasked with building a full-funnel paid plan to reach and resonate with big-boobed women across the UK. We needed to make the campaign social-first to make the creative feel native to each platform, adapting the creative accordingly, with a suite of assets portraying models of different ages and emotional or practical messaging. And without any shoots dedicated solely to social, we took a motion-design led approach to repurpose the brand’s editorial imagery, bringing it into a social-first space through expressive kinetic text and illustrated elements that add a playful edge. All tied together with stills that ladder up to the kinetic adverts used further up the funnel.
With nothing but a library of still images to work with, we had to lean on our social experts to bring the creative to life. Leading with visuals of Bravissimo employees in their lingerie, the graphics were paired with empowering statements, and uplifting voiceovers from each model. And we combined best-practice paid media creative with emotive messaging and imagery that would help us drive brand love and engagement whilst also achieving great results for Bravissimo’s bottom line.
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