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Q3 Female Media Opps: Natori launches digital, social media campaign

Natori, has launched a nationwide #MyNatori campaign for its various bra styles, a nod to its 40+ year commitment to international origins and a celebration of the diverse backgrounds, ages, body shapes and sizes of its customers. Debuting with four digital videos on social media and digital channels, along with 14 influencer collaborations including those with Anna Krylova, Ashley Dorough (see above) and Tandya Steward,, the creative extended outdoors throughout NYC, San Francisco and Chicago markets, a step away from the brand's typically traditional advertising. Its slogan, "Your shade. Your size. Your fit. Your desire.,” is designed to cater to a diverse consumer audience, and the creative will continue to roll out through the end of October.

“This campaign has created a renewed sense of pride and an almost frenetic energy within the walls of Natori,” said CEO and CCO Josie Natori. “It gave us the opportunity to take a step back and reconnect with the original vision we launched with in 1977. We first got to let our team see that mission through their own eyes; now they’re translating it into something the real women who wear our bras can see through theirs. My Natori is now every woman’s Natori.”

According to Pathmatics, a YTD digital display spend of $151,900 has generated 14.5 million impressions, with ads placed mostly (96%) site direct and top destinations including thedailybeast.com and imgur.com. The brand has already surpassed its total 2017 spend of $108,900, which had from $4,400 the previous year.

Creative work was handled by Channel V Media on earned media awareness.