Sweaty Betty’s Seen. Celebrated. campaign
Last May (2021), Sweaty Betty’s product team were planning to launch our best-selling underwear (Stamina Bra, Barely There Thong and Panties) in six new skin tone shades and extended sizing (up to XXXL), in line with style trends. As a brand team, we wanted to use the moment to reinforce our brand values and personality with a focus on fun, sisterhood, authenticity and diversity.
We casted team members from different areas around the business as our models for an empowering photo shoot, themed around the key message of all women deserving to be ‘seen’ and ‘celebrated’ for who they are. I devised the theme and the content strategy, which involved creating a video about body confidence and conducting additional interviews for social and blog content.
Described as “such an incredible moment for our brand and our team” by Sweaty Betty’s CEO, the campaign generated 20 press hits in the UK including coverage in Women’s Health, Women & Home, Grazia, Glamour, Telegraph and Stylist Magazine.
On social media, the content was also in our 10 top of the highest reach in 2021 (between 100-180k for the top 5 posts) and interactions (+4k vs 1k avg) and community engagement (+100 comments for launch post vs 20 avg). It also drove a significant number of visits to the website (+1.7k).