Superbra ‘Love the Fit’ Campaign
Panache Superbra is a D+ lingerie brand with a loyal following and a reputation for great fit. Its success had been built largely on trade relationships and recommendation. In 2011 sales were not growing and the brand was facing increased competition. We were asked how we’d turn this around.
Our response was simple: Simply tell women about the great fit. And the result was Panache’s first ever consumer-facing advertising campaign. We kept costs low by using the new-look brochure photography we’d just shot, and we led with their long-standing brand line, Love the Fit.
Full-page ads in national women’s titles encouraged readers to get fitted into a Superbra and drove them to a dedicated microsite where the benefit of great fit was explained further. Online video, banner advertising and Panache’s optimised Facebook page also drove traffic to the site. As did large format digital advertising on Mail Online.
During the campaign’s seven weeks the microsite received 49,000 visits and the Mail Online advertising became one of Femail’s most successful campaigns ever. Panache gained over 1,500 new fans on their Facebook page, and also reinforced their position in the D+ market, making Superbra relevant once again.
Most importantly though, Panache Superbra sales were 25% above target and sales of the other Panache brands also improved.