Search for the Face of the Brand
Following on from a successful rebrand in early 2011, Ann Summers launched a nationwide search to find a new face of their brand for the 2012 Valentines campaign. The search for a ‘real woman’ to act as an ambassador was a first for the brand and centred around a multi-stage campaign which included: a nationwide road show tour; finalists’ judging day, an ITV2 ad campaign and Press activity surrounding the announcement of size 16, Lucy Moore as the winner.
Generate print, online and broadcast coverage for the Search for the Face campaign and winner Lucy Moore;
Continue to change brand perceptions and engage with key press who have previously been closed to the Ann Summers brand;
Position Ann Summers as a brand for real women, striving to change perceptions within the fashion industry and highlighting their range of fashion focused and affordable lingerie;
Engage with new audiences, drive traffic to the website, and increase Valentines Day sales.
Originality and creativity
The Search for a Face of a Brand took Ann Summers into a new space within the industry and enabled them to take the lead on conversations surrounding the use of plus size models within the fashion industry– a bold move which few other brands have risked.
The multi-faceted campaign including the nationwide search across UK, Ann Summers’ first ever TV ad campaign, and the strong real women message made for an innovative and creative campaign which excited both the consumer and fashion Press alike.
Strategy and implementation
Campaign started with 4,000 women taking part in regional model search roadshows;
After a shortlisting and judging process, 10 finalists were picked to appear in the ITV2 advert;
In January 2012 Lucy Moore was announced as the new face of the Valentine’s campaign through an assault of print, online and broadcast media;
To continue the real women message we then invited 25 Ann Summers’ fans to London to march down Oxford Street in Ann Summers lingerie to officially launch the new Wardour Street store.
Results and evaluation
The campaign was a huge success with over 4,000 women applying and resulting in widespread coverage across a variety of national/regional print, online, broadcast and trade titles. Coverage included: The Sun, Look, Daily Mirror, Daily Mail online, BBC Radio Solent, and Retail Week.
PHA played an integral role in the PR and management of our Model Search campaign and generated a high level of coverage which we were delighted with. Their hard work, creativity and strong media contacts played a key role in the success of this campaign.
BBC Radio Solent