HARPER WILDE
HARPER WILDE
BLISS RACERBACK BRALETTE
Harper Wilde was born out of frustration with unrealistic body standards for female intimates. This women-owned underthings brand is reimagining what we put on our bodies — with bras and underwear that put comfort and inclusivity at the forefront, expanded sizing that caters to all bodies, and designs that don’t make women feel like they’re being stuffed into a sausage casing.
Harper Wilde believse all bodies deserve to feel comfortable — starting with their best-selling Bliss Bralette. A wireless bralette so soft, so smoothing, so effortlessly supportive, they designed six more versions…
Including the newest member, the Bliss Racerback Bralette. A bra that has outperformed every other product launch, both because 1) the product was solving an unmet consumer need and 2) the messaging and marketing strategy deviated from previous approaches.
How was it different? It was simple, easy, and effortless for all bra wearers. Just like the actual bralette.
ORGANIC SOCIAL
HARPER WILDE
BLISS RACERBACK PRODUCT LAUNCH
CAMPAIGN MESSAGING | CAMPAIGN MARKETING
EMAIL CAMPAIGN
Bliss Racerback launch day sales were 54.47% and 266.1% higher than the two previous bra launches. TL;DR it sold out. So we had to bring it back.
PAID SOCIAL
Bliss Racerback ads became Harper Wilde’s top-performing retention assets, increasing paid ad revenue by 2400% compared to the next highest-performing ad in May.
“Took more product feature approach. Very digestible, clear product callouts for both GIF and Stop Mo ads. Leveraged learnings that USP messaging vs. more general messaging works better for ads.” — Director of Growth
“TRUE new customer need. Product feature messaging works! Calling out unique customer pain points helped push more wearers over the conversion line in ads and email.”— Director of Growth
SITE PRODUCT PAGE | HOMEPAGE TAKEOVER