Rihanna’s Savage X Fenty brand brought an ecalective angle to lingerie, after Victoria Secrets. Savage X Fenty has disrupted the lingerie industry and redefined sexy. The brand promise besides style is inclusivity and body positivity. The objective was always customer acquisition, but equal importance is given to the brand building. Being a super celebrity brand, Rihanna’s fan base was leveraged effectively. Digital advertising efforts were applied resulting in traffic and conversions.
The marketing bandwidth of SXF fell short and Bay leaf was entrusted with the entire responsibility for Paid social, Programmatic and GDN. Expectation from the partnership was to mirror their brand managers, be proactive, and optimize and manage the entire budget. A well-defined strategy was followed up with test campaigns.