Case Study: Berlei achieves 40-point lift in ad recall and 7% increase in brand consideration with Facebook

Putting women first with inspirational Facebook video ads

Berlei, the Australian women’s underwear brand known for pioneering a “support factor” for sports bras, faced slipping leadership as competitors used emotional storytelling on new social platforms. The brand launched the “Do It for Yourself” campaign to reframe its message around women investing in themselves and needed a way to connect emotionally on social media for the first time.

Working with Emotive and Parlour Creative, Berlei ran a phased social-video campaign on Facebook and Instagram starring Serena Williams—teaser, hero and short aspirational clips in 1:1 format—supported by product link and carousel ads, Facebook pixel tracking, Custom and Lookalike Audiences, and creative optimization. Over three months the campaign delivered a 40-point lift in ad recall, a 7% increase in brand consideration, the highest top-of-mind awareness in three years, the highest NPS in seven years, and exceeded sales goals for the featured styles.

Berlei

Zoe Hayes

Senior Marketing Director