Case Study

Leading Fashion Retailer Lane Bryant Drives Engaged Traffic

6,700Page views on lanebryant.com

10%On the campaigns total E-commerce revenue

238%increase CTR

6XHigher engagement when comparing to other channels

Introduction

Lane Bryant is the most recognized name in women's specialty plus-size clothing. Their emphasis on fashion and fit - not merely size - makes Lane Bryant a style leader and the premier destination in its category. They operate over 800 full-line and outlet stores in 46 states across the US, target plus-size women ages 30-45, and cater to women's sizes 14-28.

The Challenge

In the Spring of 2015, Lane Bryant launched a revolutionary nationwide campaign called #ImNoAngel. The campaign was designed to invite the world to celebrate women of all shapes and sizes by redefining society’s traditional notion of sexy with a powerful message: ALL women are sexy.Media Kitchen, the agency of record for Lane Bryant engaged Outbrain to amplify positive news articles published about #ImNoAngel. The amplification not only helped raise the profile of the campaign, it also drove high engagement on-site and contributed to making the campaign viral. 75 articles promoted across premium publisher sites in the Outbrain network delivered 48,585,138 impressions in 2 weeks.

The Solution

Content Diversification: Articles were added to the Amplify campaign each time a new earned media piece was written, providing a constant stream of fresh content.Headline Testing & Optimization: #ImNoAngel drew comparisons to Victoria’s Secret advertising, which provided strong keywords for headline testing.

We originally worked with Outbrain strictly for the reach and impressions but were excited to see how well the links drove engagement on the Lane Bryant site. We would recommend press amplification for any future buzz-worthy campaigns.”

Kelly Coonan, Senior Strategist, The Media Kitchen