Reinventing a brand’s original positioning to better suit the lifestyle it had come to represent
With increasingly innovative product lines and expanding collections, Lyssé had outgrown its original ‘shapewear’ image. The task for JWALK? To reinvent the brand by giving them an image that suited the upscale, active lifestyle company they had become.
By identifying four key demographic sub-sectors, JWALK was able to tailor the brand’s messaging to capture the attention and imagination of a typically hard-to-reach audience – highly active women with accelerated lifestyles. Educating the consumer to the superior qualities of Lyssé’s unique fabrics and fit, JWALK appealed to the audience during their most attentive moments – those spent online – and were able to help Lyssé leave their dated ‘shapewear’ image behind.
Lyssé social metrics showed a 61% increase in unique users, a 60% increase in interactions and an 80% increase in impressions. Facebook fan numbers increased from 2,186 to 106,000 in six months and Instagram and Twitter fans rose by over 1000% - particularly within their target demographic.