Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

Lane Bryant
#ImNoAngel

RAN IN: United States

CLIENT
Lane Bryant

Brian Beitler, Chief Marketing Officer
Mindy Hoskin, Vice President, Creative

AGENCY
Laird+Partners *Lead Agency

Hans Dorsinville, EVP, Senior Group Creative Director
Jennifer O'Brien, VP, Director of Strategic Planning
Nikky Cronk, Planning Director
Georgina Rex, Senior Art Director
Lauren Levine, Account Manager
Meghan Tucker, Account Director


The Media Kitchen

Kelly Coonan, Senior Strategist
Monique Lemus, Group Director


Paul Wilmot Communications


SUMMARY

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.

CASE VIDEO


Hero Medium: Social Media

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Events, Interactive/Online, Internal Marketing, OOH, PR, Product Design, Social Media, TV

Audience: Women

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English