Lane Bryant spurred on by #ImNoAngel campaign success
By WGSN Insider

The brand’s viral social media campaign helped increase sales and brand awareness, WGSN Global News Editor Nigel Taylor reports

Oct 29, 2015
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Plus-size retailer Lane Bryant is keen on developing the success of its #ImNoAngel Cacique intimates brand marketing campaign that has spurred both brand awareness and sales.

The retailer, which is pushing body positivity among its customers, has seen $7m in incremental sales since that message went out earlier this year, reversing eroding sales.

“That’s a material swing,” CEO Linda Heasley told analysts at a conference Wednesday, adding: “We’re seeing new customers.”

The $5m campaign generated more than 15bn media impressions in a five-week period and raised brand awareness, Heasley noted.

The #ImNoAngel campaign has now morphed into #PlusIsEqual (pictured), another $5m campaign and Heasley is eager to see the longer-term impact of the marketing.

“We’re delighted for that sales lift, but this is about changing the customer perception of Lane Bryant,” she said.

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  • Cris

    Great!!! Size is not the most important thing! Big sizes girls could look great if they know their bodies shapes and use the right fabric! So sad because in Brazil, brands don’t have this view!

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