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
I Will What I Want
Under Armour, a brand loved by core athletes for its uber-masculine, testosterone-driven image was rejected by the non-core athletic female consumer. In order to grow, they would need to reframe their image by pushing against the very thing women struggle with the most: outside opinions and pressures from culture. Our campaign celebrated women who use fitness to resist this pressure and reclaim control of their lives. The result didn't just drive consideration but lifted sales in the process.
Brand: Under Armour
Client: Under Armour