The Chico's #HowBoldAreYou campaign sought to bury the tired stereotype that women should be ashamed of their age. To do so, Chico's enlisted best-selling author, advocate and entrepreneur Lee Woodruff, who encouraged women to proudly and publicly embrace their years though an age-positive social video activation. The campaign inspired tens of thousands of women to confidently let the world know – through statement tees and social media – how many years "bold" they are.
Insights: In order to successfully market the message of age positivity, Chico's dove into research to learn more about the range of attitudes among its customer base. The majority of Chico's customers are age 40 or older, are experiencing changing bodies, but remain extremely active, both professionally and personally. Knowing this, Chico's aimed to show that women can do anything at any age in the most authentic manner.
Implementation: Chico's launched a Facebook social video starring author and advocate Lee Woodruff. She hit the streets of NYC to challenge women to wear a shirt with their age on it. To inspire viewers to get into the action, Chico's roleld out a new Facebok Messenger bot that allowed them to easily add a custom photo frame to their Facebook profile picture, confidently letting the world know their age.
The media strategy for this content focused on a more addressable and accountable media mix incorporating connected TV, location-based mobile and shoppable rich media ads alongside more traditional print and OOH. The media strategy was supplemented by a video activation and a landing page for the ladies to purchase tee's that allowed them to proudly show their age.
The response has been immense with tens of thousands of women creating either a digital tee or adding a "Bold" Facebook profile frame. The campaign has driven brand lift of 35% and future intent up 36% amongst target audiences. PR impressions also spiked nearly 400% versus previous year. Chico's also significantly increased social media followers, with Instagram seeing an 82% bump and Facebook up 63%.
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