Recently one of the top digital ads in terms of engagement was called #ImNoAngel by Lane Bryant. The premise of the campaign is to celebrate full-figured women in Lane Bryant lingerie. The girls authentically speak to the camera touting they are sexy, they have more to give and that not everyone needs to look one way to be beautiful. The campaign is a direct attack on Victoria's Secret who has a cult following behind their supermodel Angels, all skinny "perfectly-proportioned" women.
The overall effectiveness of the campaign in its first week was 2.67% share of voice, 1.8 million hits and 25,000 social posts.
New York Daily News says that while engagement has been high, product sales have not been dramatically impacted because the fashion industry continues to promote the alternative image. That being said, it is one small step to hopefully what becomes a longer-term movement. It also will help maintain existing customer loyalty.
The overall effectiveness of the campaign in its first week was 2.67% share of voice, 1.8 million hits and 25,000 social posts.
New York Daily News says that while engagement has been high, product sales have not been dramatically impacted because the fashion industry continues to promote the alternative image. That being said, it is one small step to hopefully what becomes a longer-term movement. It also will help maintain existing customer loyalty.
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