Liwa Trading Enterprises

THE BRIEF

Lingerie, one of the fastest growing retail segments in the Middle East, is worn by a major percentage of the population but conversations in the region have been almost negligible. The glaring challenge was to encourage communities to talk about lingerie, making it more visible, be it in the media, or marketing campaigns, and even the stores. 

With this in mind, we developed a PR strategy for LIWA Trading Enterprises, which operates over 20 international brands including a diverse portfolio of lingerie brands, to host a Lingerie Press Day, with a focus on changing the narrative around lingerie in the region and guiding the conversation to focus on comfort, confidence, inclusivity and style for women in the UAE.

THE DELIVERY

We worked to set up a showcase “Calling All Lingerie Lovers”, dedicating space to some of the world’s most renowned lingerie, swim and shapewear brands including Isla & Evie, La Senza, Ambra, Dita Von Teese, Fine Lines, Gossard, and SKINY. The concept focused on creating a journey for women to discover the brands, but most importantly, to introduce them to offerings that would suit individual needs; from La Senza’s everyday essentials and sexy lingerie to Dita Von Teese, an advocate for glamour being accessible to all women, allowing them to understand which brand works best for their comfort and confidence. 

THE OUTCOME

We addressed our core themes through multiple activations for influencers to kick start conversations on their platforms, including “Finding your right fit”, “The path to comfort and confidence”, “Embrace your body type”, “Every taste, every occasion”, “Are you triple padded or a less is more woman?” and more. This journey was led by Amy Joseph, Lingerie Business Manager at LIWA Trading Enterprises who spoke about how she translates a woman’s most intimate moments to the Middle East market. 

Build brand awareness – 25 high calibre influencers joined us from a comprehensive list of over 200 social influencers who were happy to speak out and share their stories. They were pivotal to the success of this campaign. In addition, the conversations, posts, and stories by these influencers resulted in social media circulation of 1,968,181, an AVE (advertising equivalent) of AED 187,324 and PR value of AED 561,972.

Established thought leadership – Through this campaign we overcame the obstacles posed by the media’s editorial policies, by leveraging influencers as vehicles to drive our messaging and the event was a resounding success. 

Create brand ambassadors – Engaged over x10 influencers on a barter basis, working across LIWA’s portfolio of lingerie brands, including La Senza and Isla & Evie, as brand ambassadors. These women continue to champion comfort and choice through lingerie, starting conversations, engaging with their audience and sharing their stories on size, fit, confidence, self-love and more, thereby cementing our narrative that lingerie goes beyond just intimatewear and that women should make choices most relevant to their specific lifestyle needs.