The Indian lingerie landscape has evolved with competing brands vying for women’s attention. They are moving away from traditional and functional lingerie towards more fashionable yet comfortable products.
Despite being an international premium lingerie brand, Triumph faced a major hurdle due to limited social media presence and a low brand recall versus competitors like Wacoal and Marks & Spencers. It was at this juncture that Triumph turned to us for a strategic intervention.
Due to limited brand learnings we chose deep listening to uncover market trends and insights. We realised that many women do not know what to look for beyond lingerie sizing. Optimal comfort and support were alien concepts to many. Here was a gap, and the perfect opportunity to reach and engage the target audience.
To resonate with new age consumers, we moved away from conventional marketing efforts that just pushed products. Our startegy was to be inclusive by educating our women, empowering them with the right information and give them bragging rights amongst peers. We had to create something that they could take home (other than the products) and come back for!
We identified and collaborated with leading fashion and life style influencers, who focused on creating informative and visually appealing content on topics like measuring bra size, bra care, and proper storage. Using Reels, these influencers created visually captivating, concise, and highly shareable content
By generating valuable knowledge and tips on subjects that mattered the most to women, Triumph was not just able to extend its reach multifold but build a strong connection with the target audience as an authority in lingerie market. After all it is not just about selling but connecting!
Higher deliveries on avg
viewership versus expected
Investment made turning this
into high ROAS campaign