Implementing a social-first multi-channel brand strategy to encourage behaviour change and brand retention.

+1300% YOY uplift in novelty sales    +388% increase in Halloween YOY views for 2020    +130% increase in Halloween social sales for 2021


The Challenge:

The iconic high-street brand faced difficulties
navigating its products in an ever-challenging social media landscape. 2019 saw the meteoric rise of social influencers, quickly creating a boisterous social space driving fierce competition.

The challenge was to create a social-first strategy that cemented the brand’s status as a sexual innovator. Delivering on their brand values of empowering women whilst keeping the tongue-in cheek tone of voice for which the brand is known.

The Insights:

We began by conducting a cross-brand analysis to look for opportunities where we could make a step change.

We soon found that hashtags such as #sexyisnotasize and #selflove were tagged with lingerie posts, showing us that women in the UK were focused on celebrating all body types.

We also found that only 3% of all lingerie conversations on social media also mentioned a brand. We saw this as an opportunity to build a more significant share of voice for Ann Summers.
The Strategy:

Ann Summers is a brand that can talk like no other brand can; it’s why they’re famous – so we developed a strategy to match – ambitious, playful and empowering.

Partnering with external agencies, we created a diverse influencer outreach program.We increased social video output, producing multi-format videos tailored to specific platforms such as IG Reels, Tiktok, Twitter and social commerce platforms such as Maximising customer touch time and resulting in video content being amongst the brands most engaged with posts of 2019.


The Results:

Since 2019, we have continued innovating Ann Summers’ social strategy to remain one step ahead of the competition. Our ability to simultaneously run proactive and reactive strategies has resulted in:

1# +388% increase in Halloween YOY views for 2020

2# +1300% YOY uplift in novelty sales 2020

3# +388% increase in Halloween YOY views for 2020

4# +130% increase in Halloween social sales for 2021

5#+168% Facebook impressions uplift with our 2022 April Fools Campaign 2022