In a multi-gender social setting, saying the word B-R-A out loud is a downright sin, which is met with instant eye-widening, cringing or frowning by the oh-so-cultural ladies around and those pretentious men acting their finest to fake an act of hearing impairment.
Well, a similar scenario is witnessed every time a lady walks in to buy something sassy, lacy, pushy or maybe fancy for her assets in a lingerie store. To add on to the bra horror, there are salesmen aka self proclaimed bra experts who try to shove in their opinions and (no) sense of bra fashion upon us.
Compassionate, online lingerie portal Zivami nods rigorously with us in agreement through their recent #SalesmanWaliBra campaign.
Dealing with the human bra calculator
Pacing ahead of intimacy, bras are a necessity providing you with essential support for health and most of the time for beauty reasons too. Dealing with the bra dilemma has unified women as Zivami dedicates a campaign titled #SalesmanWaliBra for all the victims of bra shopping tragedy where women have been forced to buy lingerie of their choice by careless, incompetent salesmen of the stores.
A conversational campaign was erected on the most extensive concern of uncomfortable, wrong sized bras. This further molded into an interactive (just the way women like it) engaging campaign with illustrations and videos built on facts.
The campaign, unlike plenty was not revolving around one chief film and its elements, but maintaining a direct; overly simplistic conversation which arrowed towards one straightforward message of magneting audience to their portal thus promoting online bra shopping for surpassing the embarrassment.
The campaign focused on how getting the bra of the choice of your salesman can often cause it to be extremely tight or lose, end result – discomfort. Zivami, calling themselves the lingerie experts asked their women followers on social media to share their various lingerie horror, awkward stories through creatives shared utilizing the comment box thus building an umbrella for bra-concerns.
Was the campaign uplifting?
Through unfussiness and basing on facts the campaign was entirely revolving around women. With a relatable concept and a suggestive hashtag it could have done something beyond pink creatives.
Imagination is appreciated ubiquitously which somewhere lacked in the campaign with the absence of a surprise or innovation element. In the social-verse when brands are going GIF frenzy, holding emoji contests and more Zivami decided to stay away from the crowd and side simplicity.
Focusing majorly on whipping up interactions and churning out fascinating personal experiences, the campaign aimed at creating some gender-bonding on their social media.
The brand linked the campaign on social media with their official blog and the creation of this Microsite provided massive support to the campaign. The blog provided a detailed insight to their campaign thus backing it up with a well-bred write up.
Social media calculator
A fairly newish campaign decided to link social media to the blog, which was thoughtful in place of giving a broader perspective towards the basic idea of #SalesmanWaliBra.
The film for the campaign garnered over a million views with 40 reactions. The rest of the creatives lacked enough reactions and failed to reach a massive audience.
Through the campaign, the brand surfaced the unanimous concern thus spot lighting them as a savior from social awkwardness for women, allowing them to pick their favorite pads and prints behind screens.