The Braject: Taking The Taboo Out Of Bras & Converting It Into Footfall For Marks & Spencer Stores

While most brands shy away from direct conversations regarding uncomfortable topics with their users, we owned the chance to work with a brand that wanted to speak up and speaks directly to women. We got to break through all myths regarding bras.

Our multi-prong campaign brought together media, influencers, and a powerful online message that drove our users in droves to offline stores. Using engaging formats to educate customers about seemingly taboo topics struck a chord- and led to a phenomenal impact for Marks & Spencers.

The Brief

Marks & Spencer London, a go-to lingerie brand for the masses, wanted to communicate to Indian women that no matter how rare or often you head out to go bra shopping, measure yourself before you swipe your card!

While reading this, you may feel it’s the most instinctive thing to keep in mind, we found out how few women actually measure themselves before shopping for bras.

The Challenge

So, one way of doing it was to get women to talk comfortably about wardrobe malfunctions, bra fail stories (which was rather tough) and the other way was to get known people to talk about their personal incidents/ stories which would help us stir things up and get the message out there. And we did them both!

Our Pitch

The campaign was divided into 2 phases. Phase 1) We hit the streets to interact with women and understand why the taboo exists; Phase 2) We got celebrities and influencers to tell people that wearing a bra to bed won’t keep “breasts perky” (seriously, the myths that exist!) or that washing bras regularly is one of the best things to do to make them last longer. These two approaches helped us drive #SayNoToUncomfortable home 🎉

Phase 1

We kicked off the campaign with a vox pop video, where we asked women in Delhi questions like:

• Are you sure about your correct bra size?
• When was the last time you got your bra size measured?
• Do you have any funny malfunction story?
• What do you look for in a bra when you’re buying a new one?

We posted these teasers on our platform (app and web) and social media in order to create intrigue, and as a result – users started raising eyebrows at us and questioning the kind of questions we were asking. 3 days (and a few teasers) into Phase 1, we released the vox pop video which opened up the challenge to anyone and everyone in the city…

Results

Total Impressions: 800,000+ in 7 days

We hit phenomenal impressions on our digital campaign! But were people actually walking into the M&S store and taking up the challenge for vouchers worth INR 500? We didn’t know yet…

Key Learnings

How did people react? As we found out, starting ‘controversial’ conversations comes with its own pros and cons.

We faced a lot of flack for asking questions regarding bras. Women on the street were not very comfortable talking about bras publicly, however (thanks to our our luck) there were a few who braved the camera. However, once we got their attention (good and bad), we created a stir.

And these teasers were just the beginning of what was coming their way.

Phase 2

It was finally time for us to put the word out there – that just like a bad hair day, it’s cool to talk about a bad bra day.

How Did We Do It?

Objective was to bring a few known faces who could #SayNoToUncomfortable like Rhea Chakraborty, Niki Mehra & Deeksha Khurrana who spilled the beans regarding bra myths on camera and emphasised the need to get yourself measured before buying a bra, and they then reposted the videos on their social media handles.

Busting Myths

We threw questions at people to check if they were engaging with our content and much to our surprise (especially after people turning us down during the Vox Pop video request), they were NOW responding to our polls and how! The purpose of these stories was to inform users regarding the worldly myths in the bra universe and throw legit facts at them.

Results

• Total Impressions: 900,000+
• Total Views: 400,000+
• 70,000+ entries to claim vouchers

Key Learnings

This helped us drive home the point that what matters the most when it comes to comfort is the perfect fit of a bra. Hence, every woman should get herself measured from time to time (or at least whenever they head out to buy a new bra).

The mix of factual knowledge coupled with words of wisdom from influencers did the job. And BOOM, 7500 PEOPLE went to their nearest M&S store to claim their vouchers- that too, across India.

The real power of LBB has been in not just engaging with a young audience, but in really driving them from online to offline. Our campaign for Marks and Spencer demonstrated the power of information to choice and how it happens through LBB, yet again.