CHALLENGE
Diane’s 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’s Secret and Nordstrom were massive threats to their survival.
APPROACH
After multiple planning sessions, it was clear that Diane’s 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.
Diane’s 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’s customers paint themselves and create a body print.
EXECUTION
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’s so unique in the lingerie market: “Every body is different. We fit them all.”
The launch of the campaign was held at an event we called “Art of a Woman” 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.
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’t just an ad campaign, it’s a fully-integrated brand campaign from real human understanding.
Results
– With increased competition, Diane’s Lingerie forecasted sales to be -5% vs. 1 year ago.
Instead, they were up +12.5%
– Average transactions increased by over +10%
– The campaign has received lots of positive consumer and media talk, and received a One Show award for design.
