Change celebrated women with real stories

Change Lingerie is Norway's largest lingerie chain with over 45 stores, in addition to the online store. When they wanted to strengthen their position in the market within the swimwear category, they chose to put their trust in Aller Media's hands.

- Many women dread buying swimwear! This is due to a lack of both sizes and selection for different body types. Change is a place where every woman should be able to find swimwear and underwear she feels comfortable in," says Beate Higley, Country Manager and Partner at Change.

Inclusion and diversity are two of their key pillars. Their range includes 88 sizes and is the largest selection in Norway. Within categories that often have a limited selection in the smaller sold sizes, Change offers a wide and exciting range. Together with Aller Media, they wanted to communicate their values to the masses, strengthen the brand within the swimwear category and increase sales in the online store.

- "We feel safe in Aller Media, a company that not only understands us, but shares our values. For us, this is a simple collaboration based on trust and openness," says Beate.

Test pilot in Aller Media's universe

In this campaign, they wanted to show real people and real stories that reflected Change's values. The result was a test pilot on KK, Dagbladet and Se og Hør, which ensured coverage of 1.3 million unique women. This gave them the opportunity to utilize the strength of Aller Media's female universe.

Through KK's channels, they had to find women who were willing to undress, find the optimal swimwear, test it, be styled, photographed and interviewed in front of the whole of Norway.

- We meet and help real people every day! That's how we live out our concept and that's what we're passionate about. A test pilot visualizes it in a good way and it's something both employees and customers can relate to. It's the essence of Change in one campaign," says Beate.

Already in the first case, the announcement case in KK, they began to see results. It was a huge success and the advert achieved views four times above normal.

- We realized that we had struck a nerve when we saw the great interest in the announcement in KK! Despite how much we asked of the women, interest in the article was extremely high. It says a lot about the relationship of trust between the readers and KK and Change. We recruited four incredibly tough women to participate in the test pilot," says Anniken Elvik, key account manager at Aller Media

Valuable synergy created results

The entire campaign was imbued with female strength. KK stands for inclusion and diversity, just like Change. Anniken says that this created a unique and powerful synergy between the brands, which they utilized to the fullest in the campaign.

- "We had a clear vision throughout. It was important for us to portray the women in a dignified and beautiful way, but also to show effect without compromising credibility. And we managed to do that," says Anniken.

The campaign delivered beyond all expectations! During the campaign period, traffic to the website increased by 60% and sales were lifted by a staggering 175% compared to last year.

- Aller Media captured the essence of Change in a campaign that communicated both our values and our breadth in a very good way. The result was that the understanding of what Change represents was strengthened, while the campaign drove higher sales," says Beate, who is delighted with another good collaboration with Aller Media.