The brief

CurrencyFair is a currency exchange platform. I was commissioned to carry out online workshops with the company’s global internal teams to develop customer personas. After the creation of the personas, I developed a content strategy and a suite of accompanying content (including blogs and video scripts). 

Email & Website to promote campaign

The brief

I was given the challenge of communicating what’s unique about Bravissimo swimwear - the fact that it's bra-sized and therefore supportive for women with big boobs. I was encouraged to tap into the strong emotional response wearing supportive swimwear provokes in customers, who feel (finally!) that they have a newfound freedom and confidence. Capturing customer imagery was also a high priority for the brand, as user-generated content had been super effective in driving marketing messages (and sales) in the past. 

Inspired by a number of other recent initiatives aiming to empower women, I came up with Bravissimo Girls Can - a cross-channel campaign calling out customers to send in their photos and stories of what they’re able to achieve in their supportive swimwear. I re-purposed the content we had permission to use as assets for social and email campaigns to promote further participation around the hashtag #BravissimoGirlsCan, and created a landing page to showcase the work. 

Social media video campaign

Out of the competition participants, I selected a small number of customers that represented the fun and spirit within the Bravissimo brand and carried out a video shoot where we got our ladies to open up about their own boob-related swimwear tales. Although the video was primarily intended for Facebook and Instagram campaigns, where it saw impressive reach, the video was re-purposed across the campaign's homepage and within promotional emails. 

The results

The competition reached 300,000+ people on social media over a period of 3 months with no ads budget, and 1000 people entered the competition providing Bravissimo with 300+ usable customer images. The initiative fulfilled the brief by raising awareness of what's special about Bravissimo's swimwear, and it also served to bring back the joy and authenticity within the brand through showcasing real customers. Finally, it was an opportunity to test a range of formats (including video) and allowed me to make a case for more video content in future campaigns. 

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Credits

I carried out this work while employed as Brand Content Manager for Bravissimo and was responsible for strategy; words; social media campaigns to gather content, and working with colleagues on cross-channel promotion of the campaign. All visual elements created in collaboration with in-house designers.  

The concept

I decided to carry out video interviews with customers about their experiences with the brand to push out across all channels. Following extensive telephone interviews, we selected a small number of customers that represented the fun and spirit within the Bravissimo brand. I commissioned a production company, and we carried out a video shoot with 15 customers in the Covent Garden store. 

With my guidance, our production company then edited these videos into a series of short and shorter edits for our website and social media channels. In total, more than ten edits were made covering topics from how it feels to get a bra fitting, to why Bravissimo's unique clothing solution works so well for women with bigger boobs.

I planned the launch of these customer videos to coincide with the new year, and the brand's wider promotion of sports products. I selected three of the best edits that focussed on sports; branded these under the established theme #BravissimoGirlsCan for consistent messaging, and together with my colleagues we created a mini campaign focussed on customer voices around sports including a landing page, email series, video projections in-store and social media.