Sometimes in life you are given opportunities to mix business with pleasure, these opportunities are fairly frequent at effect, particularly when you get to work on projects for Panache Lingerie.
As we are pretty proactive bunch at effect we approached Panache with an idea for a content marketing campaign called #Supporteverymove, to engage with the target audience of their award winning Panache Sports bra range. So with their blessings, we launched the campaign in January 2014 to coincide with the launch of the website we created for them. (panache-lingerie.com)
We know that January is usually a time for focusing on getting fit particularly following the excesses of the festive season, so our goal was to motivate and support women, helping them to improve their fitness and wellbeing throughout the 5-week campaign. Women were asked to share their most inspirational workout music to create a Panache Sport Ultimate Workout playlist compiled on Spotify allowing women to engage with the campaign whilst working out.
A responsive campaign site allowed visitors to vote tracks in and out of the playlist, suggest new tracks and enter a daily competition to win product. This was supported with a content marketing strategy spanning Facebook, Twitter, Instagram and Pinterest, effect created daily posts with links to expert advice for specific sports, training plans, nutritional advice and useful apps for those on the go and general information on how to achieve your fitness goals.
Light-hearted content was also delivered such as motivational messages to give people that extra boost on a Monday morning and popular hashtags like ThrowBackThursday were utilised to promote music artists and sports stars. Alongside all of this, we encouraged followers to create their own Pinterest boards for their preferred sport. Providing us with relevant user generated content that could be used across channels and shared by our followers.
To incentivise engagement, Panache gave away Sport sets in a daily prize draw and encouraged the audience to Pin to Pinterest their most creative boards about their favourite sport. For a chance to win a complete sports wardrobe.
Activity was tracked through the campaign hashtag #SupportEveryMove creating conversations around the brand and seeing women encouraging each other and sharing their successes. And it was no surprise to us to see the campaign achieve and surpass all the targets we had set prior to launch and get real engagement from the public.
“Effect delivered the campaign quickly and the results speak for themselves. We saw increases in web referrals of 329% and 882% from Twitter and Facebook respectively and an increase in our social followers and engagement levels across all channels, as well as great independent product reviews from a network of bloggers that more than doubled during the month long campaign”.
Jennie Field – Head of Marketing – Panache Lingerie