Many women spend a sizeable part of their lives focusing on and criticising their body. That parts of them are too big, or too small, or are in some way inadequate.
Breast Implants by Mentor (J&J) wanted to establish a social presence in Australia and set themselves apart from the competition, and at P+S, partnering with RxMx, we knew the best way to do this was to tap into real insights from women around their bodies and their attitudes to their bodies.
Our data and insights revealed that many of the women who have implants, or are considering implants, don’t match the expected stereotype. They are women from all walks of life, at all stages of life, and they’re not just seeking breast surgery because of vanity – a big part of it is body confidence too. Our research also uncovered that women who didn’t fit the stereotype were often met with a lot of judgement from those around them, which often meant they would reluctantly forgo surgery, despite truly wanting it for themselves.
This is how we arrived at our creative platform: #MyBoobsMyBusiness. From this platform we launched Mentor across social and digital platforms as the breast implant brand for every woman, that empowers and educates. The campaign included PR and influencer, surgeon collaborations on social, as well as an eEducation newsletter (TitBits) and video series featuring real women and surgeons.
The inclusive body-positive social campaign results were great, yielding:
• 2 million women reached (426% above KPI)
• Good engagement of a highly targeted audience (almost 60% engagement rate)
• #MyBoobsMyBusiness used in over 100 Instagram posts within 6 months
• Over 5,000 qualified leads (122% above KPI Sales)
• Sales boost of 106%.
We look forward to supporting J&J with further initiatives to support their strategic goals, and can’t wait to see #MyBoobsMyBusiness continue to thrive.
brand experience, digital, social media