Enter the 4% club

Fantasie

Using first-hand data to create a campaign around the importance of a professional fitting.

Idea

Thanks to our recent Tried, Tested, Trusted campaign, we had an abundance of primary data concerning how women felt about their bras and their sizing. Much of this data had to do with comfort and the pursuit of the ‘perfect fit.’ The statistics were strong enough to warrant further campaign work for Fantasie, with the intention of driving even more virtual fittings.

Insight

The information we recorded reflected that a shocking 96% of women weren’t wearing the correct bra size. (Incidentally, 62% didn’t find their bra ‘uplifting’, and 99% fitted professionally recommended going for a bra fitting.)  

Using emotional intelligence

Our disruptive human insight related to the fear of missing out – enter the ‘4% club’. Because if 96% of women haven’t got the right fit, then only 4% of women have. Which means it’s highly likely that‘you’ are not among them. By getting fitted in Fantasie, you could join the 4% of women already in the know. 

Solution

We compiled these statistics and this rationale into a campaign that ran across social. Hundreds of female faces were used to show the scale of women who’d accepted discomfort.

As a result, Fantasie received an exponential increase in bra fitting bookings during the initial campaign period.