Bravissimo Use Their Customers As Models
One type of marketing technique that really interest me, and which I even consider writing my thesis about, is how you can use current events and issues to market your business. I been talking about this in a post about Ikea, and how they promoted their business with the message Obama sent the public: change.
Today I stumbled upon another example of this. I saw the advertising material for the lingerie brand Bravissimo, who focuses on underwear for women with bigger breasts. They use real women in and not just any women but their actual customers. These women are curvy, healthy looking women and thought they have been styled and look gorgeous they really are real women.
Of course the use of these models helps positioning the brand towards a certain audience which is what they are looking for. But more importantly, in this case, it diverts us from the size zero ideal and show how great women look when they have curves. This means that the brand Bravissimo takes up the battle against the sick ideals which the fashion industry promotes.
Other brands have done similar things before, but Bravissimo actually let their customers apply for the opportunity to model for the brand. This shows that these women are not only models but actually customers who like the brand and enjoy the products. This makes the campaign and the message of it even more genuine.
Because of the message and pictures of these gorgeous real woman, the brand have got even more publicity than they would in another campaign. But hopefully, they have also contributed to preventing the issues with teenagers that the size zero ideal creates.
Go Bravissimo!
