A speculative integrated marketing campaign created to demonstrate campaign planning, copywriting, email marketing, social media content creation and customer-focused storytelling.

 

Project Overview

Luna & Lace is an online lingerie and swimwear retailer specialising in supportive, stylish products for D+ cup customers. The company aims to help customers feel comfortable, confident and well-supported through personalised fitting advice and inclusive marketing.

The business is preparing to launch its Summer 2027 Swim Collection and would like to increase awareness of the range, encourage online fitting appointments and drive sales among existing and prospective customers.

 

The Brief

Previous customer research suggests that many customers feel anxious about shopping for swimwear and lack confidence finding styles that fit comfortably.

The marketing campaign should focus on reassurance, empowerment and personalised support, helping customers view swimwear shopping as a positive experience rather than a stressful one.

The campaign should encourage both existing customers and new audiences to engage with Luna & Lace's swimwear offering.

 

Objectives

• Increase swimwear sales by 15%

• Increase fitting appointment bookings by 20%

• Grow email newsletter subscribers

• Improve engagement across Instagram

• Strengthen brand affinity through confidence-led messaging

 

Target Audience​

Primary Audience

• Women aged 25–55

• D+ cup customers

• Existing lingerie customers

• People shopping for holidays

• Individuals seeking better fitting swimwear​

Secondary Audience

• First-time customers

• Women who have struggled with body confidence

• Customers returning to swimwear after pregnancy or surgery

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Key Messages

• Swimwear should fit your body—not the other way around.

• Confidence starts with comfort.

• Everyone deserves swimwear they feel good wearing.

 

Deliverables