Targeting key influencers to drive sales

THE CHALLENGE

In a cluttered marketplace, lingerie specialist Rigby & Peller needed to find its voice and a clear point of difference to help drive sales.


THE INSIGHT

A brand-mapping exercise revealed the majority of Rigby & Peller’s competitors occupied the ‘sex sells’ segment of the market. With Rigby & Peller’s heritage and unrivalled fitting experience, wellbeing was agreed as a natural route to attract today’s comfort-seeking women.

THE IDEA

Publicasity set about an influencer campaign targeting inspirational, yet relatable bloggers, celebrities and stylists to reach likeminded women with key messages focused around achieving the ‘perfect fit’.

THE OUTCOME

Our outreach to celebrity stylist, Brix Smith Start, secured a rave review on This Morning with key message delivery. The resulting unprecedented demand for Rigby & Peller’s waist cincher, led to a sell-out within hours, both on and offline.