Brabrabra, a campaign of appreciation for the female body

Idea

Brabrabra’s mission for this campaign is: love your body and start to take care of it. To help women love their bodies, we looked to psychology and learned that the first step is gratitude.
So we decided that brabrabra should be the first brand that teaches women to love their body and thank it for its endurance and understanding, and brabrabra underwear is one of the best options for appreciation.

For the sincerity of our message, we invited the YouTube celebrity Masha Efrosynina known for her complex relationship with her body as the campaign’s ambassador. She used to be plump, as she says, and for many years the audience watched Masha lose weight and struggle with her diffidence. But even after the celebrity had worked hard enough to look like a top model, she still didn’t learn to love her body and, as she herself admitted, often hid it with concealing clothing and suffered from uncomfortable underwear. Realizing that she shares brabrabra’s philosophy, Masha took the courage to appreciate her body and, for the first time in her life, to be photographed in underwear so that she can inspire other women to love their bodies.

Mechanics

Campaign stage 1: Remember everything and thank your body

The campaign was based on the celebrity’s confession video, in which she talked about her journey from body hatred to finally love. Actually, this is not just Masha’s story; all but a few women have a similar experience So, the video touched people’s feelings, with many comments like “I’m moved to tears” and “Got goosebumps”. And thanks to the successful coincidence of the brand idea and Masha’s story, the message got stronger attracting both the celebrity’s fans and opponents.

Campaign stage 2: Thank your body with comfortable brabrabra underwear

Total duration of the confession video was 54 seconds, so only the engaged audience watched it until the end. Next, we interacted only with those users who either went to the website or watched the video for at least 80%. We showed them product informers and two affirmation videos, in which Masha thanked her body choosing comfortable underwear from the new brabrabra collection. All these materials led the user to brabrabra.ua, where they could order a set from the new collection.