How a Leading Fashion Retailer Drove Engaged Traffic
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.
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.
“ 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
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.
As #ImNoAngel gained traction and went viral, the Outbrain campaign saw immediate results. Over a 2-week period, the content was optimized to garner a 238% increase in CTR.
Lane Bryant also saw strong on-site engagement. The amplification of the earned media garnered a 3.3% page view rate, compared to a .63% average for other placements that drove directly to the Lane Bryant site, making it almost six times more successful!
Additionally, while the spend on the Outbrain campaign was only a modest 2% of the total digital budget, the amplification resulted in approximately 10% of the campaign’s total e-commerce revenue.
Page views on LaneBryant.com
Of the campaign’s total e-commerce revenue
Higher engagement when compared to other channels