Expanding Brand Awareness for Boston Proper with Strategic Influencer Partnership on Bravo
The Challenge
Boston Proper, a prominent name in women’s fashion, aimed to expand its reach and generate brand awareness among new audiences while driving user conversion. The brand recognized an opportunity to leverage upper-funnel/awareness support to expose a larger audience to its bold and chic designs.
Tinuiti’s research, including Resonate data, revealed that Bravo fans over-indexed as the perfect target audience. Bravo fans’ devotion and passion aligned with Boston Proper’s values of authenticity and drive, presenting a prime opportunity to connect with this engaged community during prime time.
Results
+117%
Increased revenue growth
+3 Million
Impressions
+35%
Site visitors' purchase likelihood
How We Did It
Leveraging at-home influencer social content, Tinuiti targeted consumers interested in Bravo, women’s clothing, and online shopping. Bravo’s Instagram featuring talent from “The Real Housewives of Salt Lake City” couldn’t be a more perfect way in. Whitney Rose, a Real Housewife, created and posted a Reel trying on Boston Proper outfits.
Posting the content organically on her Instagram and boosting it from the Bravo handle for two weeks through their Meta Business Manager with precise targeting, aligning with the new season premiere for maximum relevance.
The engaging campaign coincided with the new season premiere of “Real Housewives of Salt Lake City” to maximize relevance and engagement.
The campaign achieved a 3x return on advertising spend and a 3x higher click-through rate than NBCU benchmarks.
Boston Proper expressed extreme satisfaction with the campaign’s sustained impact on brand growth. The successful collaboration led to planning additional activations around larger initiatives and collection drops for 2024.
Doesn’t get any more “Real” than that.
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