Self-Check Out.
Lingerie brand K-Lynn re-shot its whole collection so the model poses on its product pages became a step-by-step guide to breast self-examination.
- Brand
- K-Lynn
- Agency
- Leo Burnett Dubai
- Market
- UAE
- Region
- GCC
The challenge
A breast self-check takes about five minutes, yet K-Lynn's marketing director cited a study in which more than 40% of Arab women said they had never scheduled a mammogram. The brand's announcement adds that women in the Middle East spend over 23 minutes a day browsing fashion online, usually in private.
The idea
K-Lynn and Leo Burnett Dubai re-shot the lingerie collection so each product's images walked shoppers through the five steps of a breast self-examination, with text explaining each step, so women could self-check while they checked out. The website's chatbot added breast-health information and a link to book a mammogram at hospitals and clinics in the UAE, and influencer models helped spread it.
Results
- Website visits up 43%, online sales up 23% and mammogram checks at affiliated clinics up 47%, according to the agency's award entry
- 39,000 women engaged with the campaign's social content, according to the same entry
Case study source: Campaign Middle East Source ↗
Awards
- Cannes Lions 2023Creative Commerce – E02 SOCIAL BEHAVIOUR & CULTURAL INSIGHTSilver
- Cannes Lions 2023Creative Strategy – E02 EXPERIENCE AND RELATIONSHIP MODELSSilver
- Cresta Awards 2023Digital – Campaign Websites and Micro-sitesGold
- Cresta Awards 2023Creative StrategySilver
- Cresta Awards 2023Creative Commerce – Call-to-action CampaignBronze
- Dubai Lynx 2023: Grand Prix in Digital, as reported by Campaign Middle East
- WARC Awards for Effectiveness 2023: Gold, Channel Pioneer, as reported by Campaign Middle East
- AME Awards 2023: Gold, as reported by Campaign Middle East
