In a world where we’re bombarded with ads every single moment of every single day, sometimes it’s the simplest messages that stand out the most.
We were reminded of that recently when a Jenni Kayne billboard went viral, not necessarily because it depicted a breastfeeding mom, but because it depicted a natural looking breastfeeding mom who was just doing her thing.
Let us explain.
Kayne launched a “Find Your Uniform” campaign on May 7 that was meant to extend the brand’s image of classic and relaxed wardrobe staples. The campaign featured billboards and posters scattered throughout New York City, where the latest physical store also recently launched. In order to drive home the messaging, the brand picked “real” (but also pretty) women dressed simply in items like jeans and sweaters. The idea? That they’re all just doing their thing in their everyday “uniforms.”
Well, model Tylynn Nguyen had brought her baby with her to the shoot and she allowed the photographer to continue snapping photos while she took a break to feed the little one. When they saw how well the image fit into the campaign they decided to make it a part of the launch.
“It was a happy accident that the image spoke to the campaign, which is about more than just clothes and commodity,” Kayne told Fashionista. “It’s about women feeling comfortable and true to who they are.”
The ad resonated with women everywhere and quickly went viral when celebrities like Kristen Bell shared it on their social media platforms. But here’s the best part for Kayne: not only did the campaign garner a lot of publicity, reaching as many as four million people with user generated content that increased 1,305 per cent week over week, but those numbers translated into sales, too.
All six stores in the States, along with the online retail store, have now tripled in year-to-year revenue since the campaign launched.
And all because Kayne was smart enough to share a photo of a woman feeding her baby, something that women everywhere continue to be made ashamed of when their infants are hungry in public. Sure, it’s getting better and other ads have tried to #normalizebreastfeeding with glam shots, but this one worked in particular because a) it was so true to the brand and b) it wasn’t forced.
“It’s not exciting anymore to create campaigns that alienate real women with unattainable imagery, designed to make us feel we constantly need to do more or have more to be better versions of ourselves. It’s simply not true,” Kayne president Julia Hunter told Fashionista. “Women are looking for honesty and vulnerability now more than ever. Our shared experiences and challenges are coming to light, but at times they sit in contrast with our social media culture of perfection, and it’s important to our team to find a way to navigate that as thoughtfully as we can.”
Well we’re sold. Now excuse us while we go peruse a new summer frock.