Bonds-LogoISSUE:

Mango was briefed by Bonds to develop a PR strategy to launch the brand’s new bra range, with the aim to make Aussie women love Bonds bras as much as the brand’s iconic undies.

Launch activity also needed to communicate that Bonds bras were for all Aussie bust sizes not just small or younger boobs as previously perceived by the target audience.

IDEA:

Mango developed an overarching PR strategy and ‘Boob Esteem’ platform to bring the BOOBS ATL creative to life.

The PR execution included media and blogger relations seeding the BOOBS creative, the appointment of Bonds BOOBS ambassador, Myf Warhurst, ‘boob-esteem’ research, video content creation, key influencer engagement via personalised BOOBS kits, crisis communications, a partnership with the National Breast Cancer Foundation and a tailored experiential activation setting up ‘Boob-esteem’ booths in key retailers across Melbourne & Sydney.

IMPACT:

  • $931,112 Advertising Value Equivalent (AVE)
  • BOOBS kits sent to 70 key influencers – achieving 62 social media hits with a reach of 401,170 and 10 dedicated blog posts
  • 35% increase in sales of Bonds during the campaign period
  • Most successful product launch in the brand’s history