Bravissimo aims to attract younger consumers in social-focused brand campaign
Bravissimo, the UK lingerie retailer for bigger bras, has launched a marketing campaign designed to raise awareness of its brand proposition among a younger generation of customers.
Underpinned by a new online social portal and Facebook app, the #AmazingYou campaign focuses on targeting high profile women’s interest publications to improve the reach and perception of the brand with younger audiences and push the message that when women experience a well-fitting bra their confidence is boosted.
Nicola Yates, senior marketing manager at Bravissimo, explained that as the trend for peer-to-peer recommendations continues to grow social media becomes an "increasingly vital" marketing tool.
"Our existing customers, who’ve already had their own Bravissimo experience, are the best recommendation we can have, and we believe that in telling their own stories they are the ones who can really inspire others to find their own #Amazing You.”
As part of that thinking posts from across Facebook, Twitter, Instagram and Pinterest will be aggregated into the campaign’s social portal amazingyou.bravssimo.com to encourage women to take inspiration from fellow Bravisssimo fans and a specially created Spotify playlist before sharing their own images and comments.
The campaign will run until 31 August.