sloggi wow comfort

Task

Drive consideration of the sloggi brand and the Wow Comfort bra whilst building credibility in the bra category.

Insight

Women are all too familiar with the niggling feeling of an uncomfortable bra. Once this is removed women are finally free and unrestricted in every sense. A feeling so euphoric she wants to gift it to all her friends.

What we did

First, the tone of the ATL assets was amplified with thumbstopping gifs and boomerangs. Next meme-able content ladies could relate to all too well landed to introduce the comfort democracy. Finally playful presentation of the reasons WOW Comfort was truly innovative drove traffic to the sloggi website.

Results

5M YouTube views, 25k engagements, 60k clicks to site.
3 x stock turn, UK sales +159%