The competition is fierce.
For close to a decade, Swimco was the only Canadian retailer where you could purchase a swimsuit year-round. Their business thrived because they had something to suit everyone who walked through their doors. But as online retailers and other department stores began entering the marketplace, Swimco started losing its share. They approached Daughter to craft a campaign that would help them stake their territory in a way that was emotionally resonant with consumers spanning a range of tastes, demographics, ages, and income levels.
The question became: how can you meaningfully connect with a culture that is simultaneously obsessed and repulsed with the way bodies are presented in the media?
We hired people with aspirational lives.
Instead of hiring models to use in traditional advertising campaigns, we made the decision to use people from Instagram with larger-than-average followings who hadn’t become “Insta-famous”. The new "models"—also known as micro-influencers—are men and women who lead exceptional lives. They are people with large followings in their community, who have not become brand names themselves.