Lane Bryant differentiates
women's empowerment campaign with photo app
Plus-sized women's apparel
retailer Lane Bryant is rolling out a new social media campaign to celebrate
equality for all body types, and is leveraging a photo application to stand out
amongst the abundance of empowerment messaging.
The apparel brand is encouraging
women to start a discussion through social media on how each individual
consumer represents the campaign #PlusIsEqual in her own manner. The
mobile-optimized platform allows users to upload photographs of themselves to
be turned into a digital billboard for the campaign, and shared through social
channels to increase awareness as well as increasing engagement with fans.
"Consumers share content
they identify with or believe in," said
Ashley McGregor-Day, senior manager of content and social media at
Emarsys. "It is becoming more and more important to create content and
campaigns that are highly shareable in order to reach beyond their existing
audience."
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