{"id":5560,"date":"2026-07-22T08:26:34","date_gmt":"2026-07-22T13:26:34","guid":{"rendered":"https:\/\/icomagencies.com\/?post_type=casestudy&#038;p=5560"},"modified":"2026-07-22T08:26:35","modified_gmt":"2026-07-22T13:26:35","slug":"every-body-is-different-dianes-lingerie","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/every-body-is-different-dianes-lingerie\/","title":{"rendered":"Every Body is Different \/ Diane&#8217;s Lingerie"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        <strong>Every Body is Different \/ Diane&#8217;s Lingerie<\/strong>                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            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href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = 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'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">CHALLENGE<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Diane\u2019s Lingerie had been in Vancouver for 30 years and their brand was starting to skew to an older clientele. They needed to bring new and younger customers into the store; which also needed a facelift. Additionally, Victoria\u2019s Secret and Nordstrom were massive threats to their survival.\u00a0<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">APPROACH<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">After multiple planning sessions, it was clear that Diane\u2019s Lingerie was one of the only lingerie retailers who focused on perfectly fitting their customers. This was a huge opportunity since 80% of women are currently wearing the wrong-sized bra.\u00a0<br><br>Diane\u2019s could also play off the insight that when women put great lingerie on, they are literally transformed. They are more confident. To show how beautiful all women are, in every shape and size, we had Diane\u2019s customers paint themselves and create a body print.\u00a0<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">EXECUTION<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">These one-of-a-kind art pieces were then turned into print and outdoor ads with headlines that demonstrated pride, self-love and in the case of mastectomy patients, courage. The tagline shared what makes Diane\u2019s so unique in the lingerie market: \u201cEvery body is different. We fit them all.\u201d\u00a0<br><br>The launch of the campaign was held at an event we called \u201cArt of a Woman\u201d at an art gallery in Vancouver. Twenty-five body prints were displayed and auctioned off to attendees. In the end, the sale of the prints raised over $25,000 for breast cancer research. The store itself was transformed by using the prints in the window, on the store bags, product tags, and business cards. <br><br>The campaign looks like nothing else in the category. Almost all lingerie ads feature thin models wearing skimpy lingerie. We created art. The campaign isn\u2019t just an ad campaign, it\u2019s a fully-integrated brand campaign from real human understanding.\u00a0<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Results<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">&#8211; With increased competition, Diane\u2019s Lingerie forecasted sales to be -5% vs. 1 year ago.<br>Instead, they were up +12.5%<br>&#8211; Average transactions increased by over +10%<br>&#8211; The campaign has received lots of positive consumer and media talk, and received a One Show award for design.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-6a62ab8ab5fcd-7290\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row odd-element-mob-media odd-media-lib\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-6a62ab8ab5fcd-7290').style.display='block'; currentSlide(1, 'galleryModal-gallery-6a62ab8ab5fcd-7290')\">\r\n                                                            <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2026\/07\/9ae4ee7f-248b-49c6-a5c6-7d8fb7b0f644-1024x781.jpg\"\r\n                                     alt=\"Gallery image 1\"\r\n                                     loading=\"lazy\"\r\n           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