2023 Gold Retail and E-commerce

Agency: House 337

Client: Marks & Spencer

Campaign Name: Love Your Boobs

Campaign Overview

As the UK’s leading bra retailer, M&S understood that the significance of a bra fit extended far beyond simply finding the perfect-fitting bra. Yet a third of women have never been professionally fitted, so there was a job to be done to get them to book themselves in.

Strategy

Research uncovered a disheartening fact: UK women ranked among the least satisfied worldwide with their breasts, resulting in a lack of self-care and appreciation. Determined to change this, the team presented BraFit as not just a service, but the first step in a journey towards self-care and a more loving relationship with our boobs.

Creativity

The campaign kicked off with a partnership with Stylist, via an open letter to the nation’s boobs—a call to action to give them the attention that they deserve.

The creative concept celebrated the diverse beauty of our bodies, honouring breasts of every size, shape and life stage, from plus-sized to post-surgery. The idea was brought to life across various touchpoints, including a public exhibition of real women’s boobs, where the team collaborated with body-casting artist Lydia Reeves to create a one-of-a-kind installation: ‘Sixteen.’

Results

The result kick-started a revolution in bra-fit appreciation, garnering 2.5 million organic social media views, doubling M&S BraFit awareness; and increasing bookings by +67%.

The BraFit landing page experienced a +200% increase in searches within the first week. This translated into tangible sales growth, increasing the number of bras bought with M&S by 4.1% and driving cross-sales into knickers online and in-store delivering +8%.

Most importantly, it cemented M&S’s position as unrivalled experts and leaders in bra-fitting and self-care. Some 68% of customers stated M&S as their top choice for a bra fit, a small yet pivotal step in the journey to help UK women truly love their boobs and give them the treatment they deserve.

The Team

Marks & Spencer - Soozie Jenkinson, Head of Lingerie Design

Marks & Spencer (Clothing & Home) - Anna Braithwaite, Marketing Director - Vanessa Logan, Head Of Brand Marketing & PR - Megan Hunt, Head of Campaigns - Vicky Saunders, Head of Campaigns - Sacha Spinas, Marketing Manager -Claire Cristofoli, Head of Production - Siobhan Lowe, Senior Art Buyer - Claire Lewis, Assistant Brand Marketing Manager

House 337 - Nadia Ryder, Photographer and Director - Giles Harvey, Director of Photography - Ben Neeves, Social Videographer - Hannah Vere, Group Creative Director - Eilidh Radcliffe, Group Creative Director - Charlotte Bailey, Creative - Jen Madden, Senior Art Director - Jhvo Grace, Poulter Art Director - Harriet Rodger, Account Director - Freya Pace, Senior Account Manager - Hannah Gill, Business Director - Isaac Blackbourne, Senior Strategist

The Production Factory - Vao Kate Skittrall, Producer - Siobhan Llyod, Producer - Emily Dunlop, Production Manager

Mindshare - Ben Chadd, Partner - Sophia Evans, Account Director

Contributors

Mindshare and Production Factory