LANE BRYANT
Fashion brands were not targeting the plus-size market. Even the stores carrying larger sizes kept them hidden away in the back.
But our customer was tired of hiding. We reappropriated language from the competition, and gave her a powerful new rallying cry.
Focusing on digital video and out-of-home, the campaign ignited massive engagement on social and organic media impressions.
Our customers just needed to feel seen. With an unbranded ad in the September issue, we called out fashion’s lack of size diversity.
After adding their name to a petition, a micro-site let supporters learn more and help spread the message.
The brand relaunch and campaigns led to a 20% gain in new customers, 60% growth in brand awareness, and 15 billion organic impressions.