Letting out the best kept secret in bras.
Retail / E-commerce
Wacoal is the largest department store brand of lingerie in the US, and a best kept secret. So much so that many women own a Wacoal bra and don't even know it! In 2017 we set about changing that with a reboot on all media strategy to build strong brand awareness, and an increase in sales.
Wacoal also needed to build their secondary product line, B.tempt’d, that appeals to a younger millennial target.
We took a deep dive into previous media campaigns, target audience and competitive landscape and launched enhanced social campaigns and new digital partnerships appealing to both brands. Custom executions with Nylon, Marie Claire and a robust influencer program boosted brand love with Wacoal loyalists and purchase intent with new customers.
increase in online sales in our first month
increase in purchase intent
in online sales has had a continued halo effect on in-store sales