Digital: Engaging Social Fans with La Senza’s Body Kiss in Malaysia

Taglined “So comfortable you’ll forget you’re wearing it!”, La Senza’s Body Kiss Bra boasts of being the most comfortable bra ever. The bra made its debut on La Senza’s Facebook page earlier this year, before being sold in La Senza outlets nationwide. BRANDTHINK was commissioned to execute a Facebook campaign to announce the arrival of the Body Kiss Bra.

The 7 Day La Senza Body Kiss Bra Giveaway was done exclusively through the Facebook page for the Facebook fans of La Senza, and was open to all female Facebook users residing in Malaysia. One Body Kiss Bra was given away every day from April 30 to May 6 2011.

The “Get Kiss’d” tab, located on the sidebar of the page, was the default landing page of La Senza. Accessing the La Senza page or clicking on “Get Kiss’d” would lead the user to the giveaway page, which also functioned as the contest form.

One of the purposes of the Body Kiss campaign was to engage the more than 12,000 fans of the La Senza page and to get them involved in the page and the La Senza movement. Another aim of the Body Kiss campaign was to promote the La Senza Facebook page to Facebook users who were not fans of the page yet.

Facebook ad banners were also created and bought for the campaign, to increase reach to non-fans. Almost 1 million Malaysian women was reached with this campaign, increasing La Senza’s Malaysian Facebook page as a result. (Note, as of September, the fan base has increased to well over 22,000 fans).

Project Details

1. Facebook Custom Tab design and programming

2. Facebook Advertising – Cost Per Click and Social Ads

3. Electronic Direct Mailers (EDM) – Art and Design

4. Social Media engagement management

5. Database programming and management