Lingerie brand Freya has launched a brand new campaign for its ‘minx and match’ range, Freya Fancies.
The Freya Fancies collection is made up of cute, coloured, lacy lingerie styles that can be worn together or mixed and matched with any of Freya’s AW16 collections.
Featuring plunge, longline bra or bralette styles, Freya Fancies also includes a Brazilian, short, chemise and suspender belt.
To support the campaign, Freya has launched a dedicated microsite, freyafancies.co.uk, where fans can view the entire collection and scroll through every style to find the perfect set for them.
Featuring sizing information and colour choices, Freya fans will be able to email themselves their favourite look and share this across social media.
Also featured on the site is a quick quiz, which users can take part in to find their perfect Freya Fancies look to suit their mood.
Freya will be running the Freya Fancies campaign from July to November, supporting it with a variety of print and digital advertising which will feature augmented reality, linking users through to its microsite straight from the advert from tablet, iphone or desktop. There will also be Facebook and Instagram advertising running during the campaign too.
The Freya Fancies campaign will also be supported by promotions and POS, in store activity, as well as exposure and activity through PR, social activity and online marketing activity.
Ann-Marie Manley, Head of Marketing said: “This is the first time we’ve introduced a mix or match concept for Freya that works across all of the seasons collections and it’s had such a good reaction from many of our customers.
“Freya Fancies are so fun and fashionable and the bright colours are perfect for when you want to add a pop of colour to your outfit. We’re so excited for our fans to visit our microsite as it will really help them learn more about the variety of styles that Freya Fancies offers as well as choice of colours that can be mixed or matched! The Freya Fancies concept will really appeal to those that love to wear Freya and to those that may have never tried Freya before.”