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Express Yourself campaign engages consumers with lingerie brand Freya

By The Drum Team, Editorial

RBH (Rees Bradley Hepburn)



November 11, 2011 | 4 min read

This case study outlines how an integrated campaign was developed by Rees Bradley Hepburn for its client, lingerie brand Freya, resulting in increased brand engagement.

Background The lingerie market place is more crowded than ever and so to stay ahead in the fickle business of fashion, Freya needs to be positioned as the must-have brand for customers. Not only does Freya offer great fitting lingerie right up to a J cup, it combines the season’s latest colours and hottest designs empowering larger cup size women, by making it feasible to chuck ugly undergarments and replace with gorgeous lingerie without sacrificing amazing shape and support.Distributed by a vast range of lingerie specialists, high profile department stores and independents, the brand is well established within the lingerie market. Freya’s profile is continuing to rise but so is the competition as more lingerie manufacturers and retailers are launching brands specialising in larger cup sizes. We were briefed on raising awareness of the new Autumn/Winter '10 Freya lingerie collection and increasing engagement. When it comes to capturing consumer data, previous activity had shown us how powerful digital channels are among their target audience of women aged 16 and over. Objectives
  • Increase brand awareness and launch of AW/10 collection
  • Data capture (opted-in emails)
  • Increase Facebook fans
StrategyThis campaign was built around the idea of girls wearing different Freya lingerie to reflect their mood – summed up with the line “A Million Ways To Express Yourself.”We aimed to increase engagement with the brand online, as well as using traditional brochures, press and more. Digitally, ads were placed on Spotify and Facebook asking users to submit a track to our Spotify playlist which described the way they felt right now.

Freya Facebook app

Spotify campaign

The campaign combined online display banners with data capture, a targeted Spotify campaign and a custom Facebook tab which integrated with the digital music service’s database API. Together, Facebook and Spotify provided the perfect platforms for customers and fans to express how they felt, by linking the brand to music, whilst simultaneously making the brand positioning more on-trend.

Offline press ad - Grazia

  • Over 3,684 competition entries
  • 1,853 unique tracks submitted
  • Over five days' worth of music
  • 133 Spotify subscribers and 128 Facebook 'likes' just for the Playlist
  • Spotify's most successful campaign ever for the sector. Spotify also entered the campaign in to the Revolution Media Awards in the Marketing on a Shoestring category
  • The brand's Facebook page also saw 'likes' increase by 3,085 (47.6%), while the client gained over 1,983 opted-in email addresses (74% of the total competition entries).

Cosmopolitan Bound-in

Freya LoveFilm Insert

  • Cosmopolitan bound-in booklet (Issue: October 2010) – 2,214 entries received (Opt in data)
  • Love Film postal inserts (November 2010) -1,008 entries received (Opt in data)
  • Total of over 3,222 opted in addresses received
Client Testimonial“We’re overwhelmed by the response. The campaign has been a fantastic way for us to engage consumers with the brand using music as a lynchpin and we have captured a great deal of consumer detail through the competition entries, enabling us to ensure that future campaigns remain just as targeted.” Ann-Marie Manley, Head of Marketing for Eveden Ltd (Owners of Freya)This case study has been nominated in the category of integrated campaign for the Social Buzz Awards

Content created with:

RBH (Rees Bradley Hepburn)


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