Big Cat Agency Ltd Birmingham

ABOUT

The situation
Royce Lingerie is a wire-free bra brand catering for women who want to feel comfy in their underwear.
In a post-pandemic world, would women want to continue to wear comfortable underwear even when they go back to work?

Objectives
Royce relied on paid search ads to drive the highest sales volume across all channels. But paid search has its limits and does little for brand building. Now was the time to position Royce to the market through paid social advertising and a brand film, presenting the product benefits to them in an interesting way:
- Get Royce on women’s radar by driving the ‘comfort’ message
- Shift the perception of Royce being ‘frumpy’ to ‘empowering’
- Create a movement around ‘all day comfort’
- Increase sales of the core Royce range over the campaign period catering for the 40-60 market

Concept
Our insight pointed toward the relief a woman gets when they take their bra off at the end of the day. We flipped this on its head. Women can get this relief all day, every day wearing a Royce bra. It’s about the feeling you get, not about how it looks for others. That brahhhhh! feeling!

Strategy
Empower the Royce women to have comfort that lasts all day.

GET: Women who feel disgruntled with uncomfortable bras.
TO: See Royce as the comfy bra that they can wear all day, every day, without fuss.
BY: Using a mix of paid digital media to encourage women to choose Royce and get that ‘All day braaaaah feeling!’

Execution
Working to a relatively small media budget, we selected the Facebook network to advertise our ‘all day comfort’ message across all phases of the funnel. We invested in high quality creative to drive a high CTR.

It was important to position Royce as a comfy bra brand for real women. Women who are pregnant or nursing. Women going through breast surgery. Plus-sized women. Or, simply women who want all-day comfort.

That’s why we recruited real women to be the face of the summer campaign. Interestingly for a lingerie shoot, the women were fully clothed. It was critical we captured the feeling they get from wearing a Royce bra.

Results
Overall, a strong performing paid social campaign, with an impressive blended CTR of 2.21% across all three objectives (awareness, consideration and conversion). To deliver a positive ROAS of 1.58 blended across all three objectives was also impressive and shows the campaign worked incredibly well.

Throughout the campaign, we saw that ads targeting the plus-size audience worked very well, with an overall CTR of 8.99% achieved, which is exceptional!

Sales were up 37% in comparison to a like-for-like campaign.

MADEIT CREDITS

  • Bryanna angel RyderHMU
  • Demi VenterDesigner
  • Gemma HigginsCopywriter
  • Gemma SwanStylist
  • Hayley PetersonAgent/Producer
  • Isabelle TurnerMotion Design
  • Kirstie JonesPerformance Marketing and Social Copy
  • Misty MosharrafaHMU
  • Olivia EstebanezDigital Op
  • Sally HawkesfordPerformance Marketing
  • Sandra EbertPhotographic Assistant
  • * Nadia CorreiaPhotographer
  • * Big Cat Agency Ltd
  • * Jon SharpCreative & Brand Consultant
  • * Amy MarshAccount Director
  • * Aaron WellsStrategist
Annual 2022 ShortlistEmpowering women to choose comfort over styleSocial Annual 2022 ShortlistEmpowering women to choose comfort over styleAdvertising: Digital Pro member:

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Contributor:

Big Cat Agency Ltd has been a Contributor since 25th November 2015.

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Empowering women to choose comfort over style

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