Her Voice Blog

Lane Bryant, well-known retailer in women's plus-size clothing, created an integrated marketing campaign recently that has yielded some great results for the company. The campaign surrounds a new product called Tighter Tummy Technology or T3 and is used in jeans and trousers to make the wearer appear up to two sizes smaller. Lane Bryant employed direct mail, email, TV, mobile and social media channels, including Facebook, Twitter and Inside Curve, the company's proprietary online community to reach and engage with its audience.

Other aspects of the project were the "T3 Spin & Win" game, a contest on Facebook where fans could win daily prizes and in-store fashion events complete with creative cocktails and the chance to learn about the technology behind the pants. Lane Bryant's Facebook page has more than 449,000 likes, but the brand says that the focus is more on "creating a relationship with the customers." Statements like this are why brands see such great results. While numbers do play a role, engagement always goes a lot further and connecting with your audience, while giving them a forum to feel their voices can be heard, is what it's all about.

As a public relations firm specialized in marketing to women, we have seen the good, the bad and the ugly when it comes to marketing efforts and it's nice to see a brand such as Lane Bryant reaching and engaging with its female audience in such noteworthy ways.

FletcherPR is a national communications firm that specializes in reaching women through the power of media. Headquartered in Knoxville, TN with staff in Nashville & Los Angeles, we are a full-service agency providing strategic public relations, social media and marketing communications services to our clients throughout the U.S.