January saw the launch of the Panache #SupportEveryMove digital marketing campaign that focused around online platforms such as Spotify and Twitter. Utilised to support the award winning Panache Sports Bra, an emphasis was placed on motivating women to improve their health and wellbeing throughout the five-week campaign. The campaign encouraged women to share their most inspirational workout music through social media channels and create a Panache Sport ultimate workout playlist on Spotify, which led to growth in both the UK and USA markets:
- Pinterest – total growth of 115%
- Twitter – total growth of 66%
- Facebook UK – growth of 7%
- Facebook USA – growth of 6%
- 1000+ votes on the Spotify playlist for both UK (771) USA (155)
- 400 entrants to competition giveaway
- Website: stockist search for Panache Sports increased by 48%
Jennie Field, Head of Marketing at Panache comments: “The #SupportEveryMove campaign resulted in a growth not only in social media but in general interactions across the whole Panache brand. This was a very effective way to gain further exposure and tapped into a time of year where fitness trends are at a peak. Furthermore it gave us a true insight into our customers and gave them an opportunity to engage with the brand in a whole new way.”
