Case Study: Lane Bryant achieves 6x higher engagement and 238% CTR lift with Outbrain Amplify

How a leading women’s fashion retailer drove engaged traffic via earned media

Lane Bryant, the national leader in women’s fashion for sizes 14–28, launched the #ImNoAngel campaign to challenge traditional notions of sexy and celebrate diverse body types. The brand needed to amplify positive earned media to raise campaign awareness, drive engaged traffic to site content, and generate social virality beyond paid placements.

Media Kitchen used Outbrain Amplify to promote 75 earned articles across premium publishers, continuously adding new pieces and optimizing headlines for relevance. In two weeks the program delivered 48,585,138 impressions, drove 6,700 page views, produced a 238% lift in CTR, yielded a 3.3% page-view rate (about 6× higher engagement than other channels) and contributed roughly 10% of the campaign’s e‑commerce revenue from just ~2% of the digital budget.

Lane Bryant

Kelly Coonan

Senior Strategist, The Media Kitchen