Absolutely magical!

Concept
In collaboration with media agency Carat and client Triumph, AdLINK and Aller Media created a creative 360-degree launch campaign for the world-first "Magic Wire". Triumph wanted to spread the message and knowledge about their much-innovated Magic Wire - a revolutionary underwire bra where the underwire is made of silicone rather than metal, making it much more comfortable to wear. It was desirable for "natural" women to test and talk about the new underwear range.

Triumph is a traditional underwear brand that has been the market leader in Norway for many years. Sales are going well, but Triumph finds that customers see their products as traditional and less trendy than their competitors. The challenge for the Magic Wire campaign was to raise the brand in the consumer's consciousness and make it more trendy, feminine and innovative, while Triumph wanted to get the core target group of women 30-55 to try the product.

AdLINK Media solved the brief by involving 10 of Norway's biggest bloggers who are innovators in fashion and beauty to help make the brand more trendy. Selected bloggers were engaged to try on the lingerie range, take their own photos and write posts about the product on their blog, as well as running profile advertising on large digital formats that drove traffic to the campaign site. The bloggers were encouraged to share photos on Instagram, while at the same time publishing an Instagram post with their own photo and text promoting Magic Wire.

Aller Media helped recruit ordinary Norwegian women to become models via "KK Stil". In collaboration with the editorial team, five women were selected for a photoshoot for a 12-page fashion series in KK Stil. The photos were also used for advertorials in several of Aller Media's magazines.

Result
By using large visible display ads on Camillapihl.no and 12 STYLEmag bloggers, we reached over 70,000 unique users during the campaign period, almost completely segmented on women in the target group. The ads generated over 240,000 page views and achieved a click-through rate of 1.31%.

The campaign in its entirety led to many gorgeous images of popular fashion bloggers in Magic Wire underwear, and a competition that generated a great response from engaged readers! In total, the blog posts received 450,000 views and 1,652 entries to the competition. The bloggers' Instagram pictures received a high response and engagement, generating 3958 likes and 67 comments.

Aller Innsikt conducted pre and post tests on the concept as a whole.

Key figures

• 51% had noticed it
• 43.6% increase in the proportion who think Triumph is fashionable
• 82.6% increase in the proportion who think Triumph is innovative.
• Preference to Triumph has increased by 6 percentage points
• Awareness of Magic Wire has increased by 23.9 percentage points