Lane Bryant scores success with hashtag #ImNoAngel

Plus-size retailer Lane Bryant has been able to score success from its marketing campaign #ImNoAngel Cacique intimates seeing a surge in sales and social media awareness.

The retailer, which is pushing body positivity among its customers, has seen 7 million dollar in incremental sales since that message went out earlier this year, reversing eroding sales.

“That’s a material swing,” CEO Linda Heasley told analysts at a conference Wednesday, adding: “We’re seeing new customers.”

The 5 million dollar campaign generated more than 15 billion media impressions in a five-week period and raised brand awareness, Heasley noted.

The #ImNoAngel campaign has now morphed into #PlusIsEqual, another 5 million dollar campaign and Heasley is eager to see the longer-term impact of the marketing.

“We’re delighted for that sales lift, but this is about changing the customer perception of Lane Bryant,” she said.