JOE BROWNS – THE POWER OF DRESSING PR CAMPAIGN

We came up with ‘The Power of Dressing,’ a campaign to empower. Joe Browns’ clothes are designed to empower the people wearing them and help people feel remarkable in their chosen outfits whatever their age. A favourite outfit can help us to feel confident and powerful, we wanted to harness this in our Digital PR campaign. Through social media listening we researched sentiment about dressing as we prepared to come out of a long period of lockdown dressing. We discovered that people were feeling anxious about having to dress in ‘real clothes’ again and were worried about socialising again with people they hadn’t seen in over 18 months.

We decided to delve further into this sentiment and carrot out specific research around confidence levels and dressing post-lockdown. We built a survey to gather original data on how people were feeling about their wardrobes and how confident they felt about dressing for social occasions again. We incentivised participation in the survey with the chance to win £500 Joe Browns voucher to spend in-store or online. The survey was shared across Joe Browns social media channels and email newsletter. We received over 12.5K survey responses across a two-week period. Through the survey, we discovered that post-lockdown body confidence levels were extremely low with 54% of respondents saying they don’t own an outfit that they feel confident in.

We partnered with an award-winning confidence expert, Jo Emmerson, who put together some helpful advice on the topic and body confidence tips. We created an accompanying blog post to share the survey findings and expert content from Jo on the Joe Browns website. We built a target media list for the campaign covering relevant fashion and lifestyle publications as the focus media. We outreached the campaign survey data alongside the expert tips and advice to the target media and collaborated with ten influencers on the campaign to amplify campaign reach.

The campaign gained high-quality coverage across, lifestyle, fashion, and news publications and reached a combined audience of over 19M. The activity also resulted in additional social media coverage for journalists and bloggers.

We achieved the campaign objective of creating a campaign that captured the feel-good spirit of Joe Browns and empowering people to feel more confident in themselves, feel inspired by their clothes, and rediscover their wardrobes again after lockdown.