Bluebella has been honoured with Best Social Media Campaign at the e-Commerce Awards for its Dare To Bare campaign championing female body confidence. The international lingerie brand recruited 19 fans from Instagram to do a catwalk shoot across the diagonal crossing at Oxford Circus in London, and the models included a medical PA, a company boss, four students, two actors, a musician, two writers and a fashion merchandiser.
Emily Bendell, Bluebella chief executive, said the Dare To Bare campaign was a fun way to celebrate the company’s unique approach to life and fashion. The catwalk show, just ahead of London Fashion Week, attracted a big crowd of onlookers which made for some highly shareable video. “Social media was a huge part of the strategy behind the whole campaign,” Bendell said. “We had video team shooting all the models as they criss-crossed the famous crossing. It was a logistical nightmare because we had to down tools every time the lights went green but we got some fantastic footage.”
“The campaign really captured everyone’s imagination and was shared all over the world on social,” she adds. “Our models were all active on social media and that gave added impetus to the campaign because they were writing their own blogs and sharing all the pictures through their own channels.”
