It's Who I Am
Fantasie Lingerie | Integrated Campaign
We wanted to bring Fantasie’s refreshed brand positioning, It’s Who I Am, to life with an authentic and compelling campaign. It’s Who I Am looked to change how Gen X women were portrayed and came after insights revealed almost 70% of females 45 years and over said they felt ignored by the high street (N Brown Group plc, The Midster Report) and only 1.9% of Gen X models were featured in SS18 ad campaigns (Fashion Spot – Diversity Report). I wrote copy to accompany video assets across Woman & Home and Marie Claire social channels, as well as social copy for Fantasie’s organic and paid channels. See results below.
Woman & Home videos – Delivered an additional 27,101 reach, which is 27.10% up versus the booked guaranteed reach of 100,000 users. They had an engagement rate of 9.46%, which even further exceeds the benchmark engagement rate of 0.5–1% for social activity.
Marie Claire videos – These delivered an additional 25,190 reach, which is 25.19% up versus the booked guaranteed reach of 100,000 users. The posts had an engagement rate of 7.97%, which hugely exceeds the benchmark engagement rate of 0.5% – 1% for social activity. The campaign video was posted through the Marie Claire Facebook account, delivering 64,293 impressions and 31,708 video views – an additional 7.8% up versus the booked guaranteed amount of 29,412.
Examples of organic social posts.
Organic social results – The Fantasie website averaged at 50,000+ sessions a month between January and April, peaking in February at over 70,000. Organic social accounted for over 24,000 sessions to the site, 21,000 new users and 74 direct conversions.
Paid social results
Copywriter: Sarah Mullaney
Head of Insight: Joe Hepburn
Creative Director: Michael Vines