2017 Silver Retail

RAPP UK

Client: Heist

Whatever You

Campaign overview

Heist want to sell bodywear, not bodies.

With the help of some fruity friends, the brand created a socially responsible campaign that pushed back against the objectification of women in advertising.

Strategy

A recent study, the Dove Global Beauty and Confidence Report (2016) found women in the UK have one of the lowest body confidence scores in the world. Globally, 69% of women say increasing pressures from advertising and media is the key force in driving their appearance anxiety.

Heist had no wish to add to the glut of imagery contributing to such low self-esteem.

Social listening and primary research via in-depth interviews uncovered a weariness with advertising that presents a very singular view of female beauty, usually shot with overt sexual overtones.

While this limited view of female beauty was seen as unrelatable, attempts at inclusion were viewed with suspicion. The casting of models with different skin tones or body shapes was seen as tokenistic, with no greater motivation than corporate political correctness.

RAPP UK set themselves the creative challenge of creating a campaign for bodywear, without objectifying bodies.

Creativity

This campaign did not objectify anyone. Instead RAPP UK cast a pineapple, a banana – in fact, a whole fruit bowl.

This socially responsible campaign pushes back against the objectification of women in advertising. Casting fruit also neatly helped RAPP UK avoid the traps of tokenism common in more 'inclusive' campaigns.

These eye-catching and humorous images gently poke fun, allowing the brand to talk about hot-button issues like size and colour, with a lightness of touch.

Just like Heist tights, the was a campaign designed with every customer in mind. Including men, an important 10% of Heist's customer base. Even when appearing in the context of Facebook product ads and retargeting activity, the intention was always to sell with respect.

The use of different shapes and textures of fruits allowed the team to demonstrate the superior weave of Heist tights, showcasing the strength and stretch of the unique 3D-loomed fabric.

Results

The campaign was used in targeted Facebook advertising. The ads achieved a perfect Facebook Relevance score of 10 maximising the value of media spend and guaranteeing greater exposure.

$150K was spent on link click ads and carousels over the three-month period from September to November 2017.

Click-through rate peaked at 5.3%, and drove 25% month-on-month growth of direct online sales, for each consecutive month the campaign ran. Despite an increase in media spend to help grow the brand and its sales, the CPA remained flat year-on-year.

Team

Ben Golik (Executive Creative Director) RAPP UK - Sara Soares (Copywriter) RAPP UK - Maria Leiria (Art Director) RAPP UK - Simon Cheshire (Designer) RAPP UK - Jeffrey Osborne (Motion Graphics) RAPP UK - Jennifer Musgreave (Planning Partner) RAPP UK - Joe Hopper (Social Strategist) RAPP UK - Ryan Brady (Agency Producer) RAPP UK

Contributors

Patrick Kerrigan-Hall - Photographer
Packshot Factory - Production Company