42 years of luxury lingerie…
The Brand
Natori is a luxury lingerie brand that was founded by Josie Cruz Natori, a native of the Philippines, who blends the East and West into each of her designs. Over the past 42 years, Natori has grown into a fashion empire – producing not only bras and underwear, but also sleepwear, apparel, accessories, and home decor.
The Approach
The Shelf has run four different campaigns for Natori, each telling different parts of the same story: body positivity, strength and confidence, holiday festivities, and personal experience. Natori is a brand centered around the support, security, and strength of women. So, we approach Natori campaigns with those core values in mind.
We look for female influencers whose brand and values mirror those of Natori’s – women from diverse backgrounds that we knew were emotive storytellers who could create content that rang true with Natori’s core audience.
Our Strategy
We ran four consecutive campaigns for Natori:
#MyNatori
#MyNatori Spring 2019
#MyNatori Summer/Fall 2019
#MyNatori Holiday 2019
No matter when the campaign ran or what its particular theme was, we always aimed to make the biggest impact. Our campaigns have all succeeded in generating beautiful and reusable content for Natori, while increasing awareness of the brand.
Post Types
In-Feed Posts
Carousels
Posts
Stories
Blog
Posts
YouTube
Videos
Videos
Pins
Tweets
The Big, Beautiful Highlights
Across the board, these Natori campaigns celebrated women who were strong, driven, and confident. 💁♀️ The women shared deeply personal stories that sparked genuine conversations across social channels. Not only were the images on these campaigns always stunning in their own unique way, but the captions also exemplified class and sophistication – much like the Natori brand.
Spring 💐 was one of the more captivating activations from a storytelling perspective. Influencers opened up about their insecurities around body image, and how they overcame them to become the strong women they are today.
The holiday campaign reached more people than any other 2019 Natori campaign. Influencers created more than 180 pieces of original content that the brand could reuse, and reached more than 2.6 million people. This encouraged over 50,000 engagements from their audiences. 🙌
We focused on captivating concepts that influencers could create content around, and ended up with stunningly emotive storytelling. For example, Ashley chose our Morning Mantra concept. You can see her post here. Ashley received more than 5,000 likes, which at the time was well over double her average on Instagram.
Our Spring campaign hit it out of the park on engagement with a 4.42% engagement rate on Instagram alone, and over 31,000 video views! 🎉
Influencer Highlights
Toshiko Shek of @itsnotheritsme
Toshiko’s romantic Insta vibes came across beautifully in her Natori content, with peaches to match her peachy lingerie set. In addition to her photos, she created a video of her getting ready in a bra that makes her feel confident and attributed her high quality underwear to a form of self-care.
Kimberly Cheri of @kimberly_cheri
“The power-suit underneath my power suit” is how Kimberly described her Natori set. Kimberly brought awareness to the fact that social media has played an important role in dismissing the outdated view that there’s just one type of body that’s beautiful. #canceled. Size doesn’t define her. It doesn’t define any woman. All women are beautiful in Natori, and it has nothing at all to do with size.
Ashley Dorough of @ashley_dorough
Ashley asked her audience a provocative question: how long has it been since you invested in a bra that actually fits you right?
Women don’t often prioritize comfort when it comes to bras, but when they understand it for the first time, it’s like seeing the light. Ashley touches on this and how proud she is to partner with a brand that celebrates women of all sizes and shapes.
Nkenge A. Brown of @itsnkenge
Nkenge shot her video in the Versace Mansion in Miami that looked reminiscent of an old Hollywood movie. We loved how she styled her set with silk loungewear and made it all about resetting and relaxing – in pure luxury.
Justina Vanessa of @justinavanessa
Justina wrote her caption incredibly well with heartfelt emotion that we will let speak for itself: “Brown, curvy and unafraid. Me 5 years ago would look at these photos and say “Wow, I let myself go.” I did let myself go…I let myself go see the world, have meaningful relationships, indulge in food that I have never tried before, take risks, and much more. And I love myself more because of that. Our self-love should transcend through all stages in our lives and that means changing BODIES, HEART, MIND, and SOUL. Love your growth and your ability to change for the better every day. I’m wearing @natoricompany, a company that supports women in expanding their self-confidence. #Natori #MyNatori #NatoriPartner #ad”
Grace Liang of @colorandgrace
Grace was open and honest in her posts, admitting plainly she didn’t always love herself. It was difficult to be curvy, which wasn’t the “traditional” body of a Chinese girl, but in time she overcame these negative thoughts of herself. She shared her journey of self acceptance and how being real over perfect is the key to her image.
Terri McHugh of @terrimchugh
Terri is a busy mom that barely has time to slow down for herself. Her content was all about comfort and how important it is in her daily life, and that doing something for yourself includes buying pieces you love and can live in.
Bold ideas. Cultural relevance. Data-first strategies.
At The Shelf, we create the blueprint that drives results for brands and inspires the industry. Ready to see what we can do for your brand?
Let’s talk. Schedule a Strategy Call
