Social Chain whips up buzz for Simply Be with Lingerie Day campaign in NYC
Social-first marketing agency Social Chain has released a case study of its bespoke National Lingerie Day campaign for plus-size womenswear brand Simply Be in New York in April. The activation aimed to put the brand at the forefront of discussions surrounding plus-size representation and generated over 2 million earned impressions, driving 10,000 followers to Simply Be USA’s Instagram account over the three days surrounding the campaign.
The campaign saw six curvy influencers – health coach Florinda Estrada, model and actress Stephanie Bella, blogger Lora Lyee, musician Meara Rose, actress Jonna Capone and model Daisy Christina – take to the streets to raise awareness about the underrepresentation of plus-size women in the lingerie industry.
The women stood outside the Victoria’s Secret flagship in New York’s Times Square on National Lingerie Day, holding placards with inspirational catchphrases such as “Our curves are no secret” and “Your worth is not measured by your measurements”, as well as statistics concerning the number of plus-size women in the US (67% of American women are over size 14) and their corresponding representation in the industry.
They wore lingerie, heels and angel wings in reference to the Victoria’s Secret runway shows, driving home the extent of plus-size underrepresentation in the lingerie sector by highlighting the shortcomings of an industry leader, an angle which Social Chain strategy manager Rocio Galan sees as an essential element in the campaign’s success.
“With Victoria Secret being one of the largest global retailers for lingerie, we thought it would be key for our campaign message to resonate with our users by having the influencers stand right outside of the Victoria Secret flagship store in NYC,” she told FashionNetwork.com. “We wanted to use the Simply Be platform to show the overall fashion market how disregarded the plus size consumer is in almost every aspect of fashion.”
The strategy seems to have worked, as according to Social Chain’s case study, aside from generating measurable interest in Simply Be, the campaign also dominated the conversation around #NationalLingerieDay, attracting the attention of a number of leading plus-size publishers.
Galan was understandably thrilled with the results, describing them as “magnificent.”
“We did not only increase brand awareness and social media following for Simply Be in the US market in one day, but we also encouraged and empowered American women to love their bodies and share their confidence with their friends on social media,” she explained.
“It was amazing to see the positivity around the activation in every way, coming from the press, influencers, customers, and anyone who saw the activation.”
Social Chain was founded by Steve Bartlett and Dom McGregor in 2014, and currently has offices in London, Berlin and New York. The agency has previously worked with high-profile clients including Superdry, SkyBet, Amazon, Thomas Cook and Coca-Cola, and has seen rapid growth in the past two years, with group turnover more than doubling year over year.
The group owns over 400 digital communities through which it reaches 386 million millennials and Gen Zs across social platforms.
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