You wouldn’t wear this
Freya
Encouraging bookings for bra fittings through a social campaign using images of discomfort.
Brief
To drive users onto Freya’s Virtual Fitting page. While the ultimate objective was to create as many ‘Book now’ clicks as possible, secondary objectives included supporting the client’s Virtual Fitting Service and further amplifying the brand’s core messaging.
Using emotional intelligence
With our deep understanding of this audience, we came to a unique insight. Women wouldn’t put up with shoes that don’t fit, so why do they put up with ill-fitting bras? Our campaign ran with this contradiction.
Solution
We built social content, including carousels and videos, with imagery that conveyed just how uncomfortable an incorrect fit is. We created all assets using our in-house production facilities.
Results
The campaign performed extremely well, with over 1.1k ‘Book now’ clicks, and surpassing the industry average for Meta at a book per click price of £5.41 – an increase of 824% from predicted conversions. Additionally, the CTR on Meta reached highs of 1.77%, almost tripling the industry benchmark of 0.6%.
