Featuring the first 56-year-old woman in Sports Illustrated's Swimsuit Issue.
Swimsuitsforall, an online swimsuit retailer for women sizes 8+, came to us to create a mass awareness campaign to empower more women to feel sexy in a swimsuit and, ultimately, drive new customers to their site.
Challenging decades of beauty standards that suggest women over a certain size or age could not be sexy, our 2015 #CurvesInBikinis and 2016 #SwimSexy campaigns combined striking creative with bold media placement to create a publicity frenzy that sent sales and site traffic
The original #CurvesInBikinis campaign redefined the size of sexy, catapulted Ashley Graham to
superstardom as the cover girl of the 2016 Sports Illustrated Swimsuit Issue, and accumulated more than 1.5 billion impressions. The campaign generated more than 1 million video views, 125,000 Facebook Shares, brand traffic rose by 1500% vs the previous year, and was also a finalist in the 2016 Effie awards.
The brand also gained 30,000 new Facebook fans and 20,000 new Instagram followers and enjoyed an additional $1-1.5M in sales attributed to the campaign while acquiring more than 13,000 new customers.
The 2016 #SwimSexy Swimsuitsforall campaign hit such a chord with women and the media, it managed to exceed the outstanding brand awareness and sales results of 2015. The campaign earned 2.4 billion in global media impressions in a media frenzy that spawned over 133 stories, the equivalent of $90 million in paid media advertising, while sales rose an additional $1.5M as a result, twice the goal amount.
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