Body-positive and authentic messaging is key to rejuvenating a brand and engaging younger audiences. The "Hey Boobs" campaign effectively sparked connection and empowerment, revitalizing the NATURANA brand and resonating deeply with women.
Client

NATURANA

Industry

Beauty & Fashion

Services

Brand Strategy & Brand Trust
Customer Centricity & Growth
Campaiging & Content Production
Media Strategy
Media Booking

Region

Germany

The Challenge

NATURANA, a traditional German underwear brand, needed to reposition itself to appeal to younger women without losing its existing over 60 customer base.

The Solution

We’ve worked with NATURANA for two years, conducting a target audience analysis and creating the "Hey Boobs" campaign to engage younger women. The campaign celebrated women’s relationship with their breasts, focusing on body positivity and empowerment. It included DOOH, social media (Instagram, Spotify), and influencer partnerships, targeting platforms where young women engage, including POS locations and Berlin’s Ku’damm.

Results

+60Mio.

Contacts generated

#2

Successfully engaged a younger buyer segment

#3

Significant brand awareness boost among younger women

#4

Campaign created genuine connections and sparked conversations on self-expression and empowerment.

Elevate your Brand?

"We believe that this campaign strengthens our community and fosters a sense of solidarity and togetherness. We want to create a world in which we all recognize that true sisterhood celebrates diversity and not the unrealistic ideals dictated by body trends."

– Katharina Hönes, Head of Marketing at NATURANA International

Our learnings

#1

Emotional Branding Resonates Across Generations

An emotionally charged and authentic message can create deep connections with younger audiences, even for legacy brands.

Lena Moser

Creative Consultant

Mail : lena@lehof.de
Tel: +49 89 264878031

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