Bravissimo, a beloved British brand specialising in lingerie and swimwear for D+ cup sizes, approached Bonded as it looked to expand its footprint in the competitive US market. With 26 UK stores, Bravissimo aimed to inspire confidence among US women and establish a presence in this competitive, fashion-driven market.
The brief from the client focused on driving revenue through both the ecommerce site, and a new New York City retail store, targeting an 8% year-on-year gross revenue uplift, a cost of sale below 25%, and a 4x return on ad spend (ROAS) for its online investment.
To achieve these numbers in a relatively new market would be a challenge, but this is an area in which we have existing expertise and experience.
To achieve these ambitions, paid search and social to tackle the full funnel would work effectively, and these were channels with which the retailer had well established in the UK.
With low brand awareness in the U.S., we prioritised top-of-funnel activities to build recognition and educated consumers about bra-sized swimwear, which is often sold by dress size in the U.S. high-value regions like New York, California, and Florida were targeted with geo-localised campaigns to maximise relevance.
Our multi-channel strategy amplified paid social investment by 72% over the UK, focusing on visual storytelling to reach untapped audiences. We scaled up from 23 to 275 ads, using body-positive messaging across lingerie, swimwear, and sportswear lines, creating authenticity through influencer-led and user-generated content. For full-funnel engagement, dynamic product ads (DPAs) and remarketing lists (RLSAs) retargeted engaged users, driving conversions.
Our U.S. launch strategy for Bravissimo targeted women aged 25-45 seeking D+ cup sizes, focussing on comfort, body confidence, and fit. Messaging empowered these women by highlighting Bravissimo's expertly tailored designs.
To enhance resonance, we partnered with U.S. influencers, blending paid search and social strategies to guide users through the purchasing journey with educational and product-specific content for Bravissimo’s lingerie and swimwear lines.
Additionally, to counter low brand recognition, fierce competition, and a large market. Our solution was to educate U.S. consumers on Bravissimo’s fit-focused approach and superior comfort, standing apart from brands like Victoria’s Secret and SKIMS. By combining geo-targeting, influencer partnerships, and educational messaging, we established Bravissimo as a trusted brand in the U.S.
Our connected approach to paid search and social meant that customers across the funnel were effectively targeted, from those needing that initial brand awareness of a new brand, to those in-market audiences with high intent searching for Bravissimo’s product range.
Our strategy delivered exceptional results for Bravissimo's U.S. launch, driving substantial revenue and brand growth. With a 700% year-on-year increase in digital performance spend, we achieved an 845% boost in gross revenue, a 14% efficiency gain over initial expectations.
Blended Cost of Sale reached 48%, outperforming the 50% target and improving by 14% from the previous year—remarkable given our paid social focus. Bravissimo's gross revenue target was exceeded by 26%, achieving nearly an eight-figure turnover. In New York City alone, we reached 1.6 million women and drove over 20,450 clicks to the U.S. store page.
A 1200% increase in creative output, including influencer partnerships, enabled us to connect authentically with new audiences while re-engaging existing customers. This full-funnel, multichannel approach led to a 26% uplift in gross revenue while maintaining an efficient CoS. Through targeted messaging and a cohesive customer journey, we successfully established Bravissimo in a highly competitive U.S. market.
Our work with Bravissimo continues to this day, where we’ve expanded our remit with the client and continue to drive strong performance in the US as well as the UK home market
