Brands of clothing, jewelry, handbags, accessories, eyewear, shoes, etc.
Lane Bryant had lost relevance with its consumer segment. As more fashionable competitors entered the category, Lane Bryant needed to find a way to get on the radar of the plus size woman. By championing the plus size woman, not as society saw her, but as she saw herself beautiful, sexy, unapologetic we ignited a conversation to redefine sexy and reclaim brand leadership. The impact of #ImNoAngel was tremendous: 15.3 billion media impressions, 58% increase in unaided brand awareness and 20% increase in new customers.
Brand: Lane Bryant
Client: Lane Bryant