Long Tall Sally are the 'go to' destination for many taller than average women. As well wanting to rank higher in search for key terms, they wanted to increase their fashion credentials. We went a bit further - with a reach of 253m and 199 pieces of coverage the overall Long Tall Sally brand became 17% more visible and, for an ROI of 729%, sales increased by £314k. 

So, here's the thing - research into search engines told us that tall women don't search for 'black trousers for tall women' or 'summer dresses for tall women'. They search in the same way as any women, not choosing to define themselves by height or body shape. This was a key foundation stone to coming up with the idea for #MADETALL.

As luck would have it the team and I were working close to a busy high street that has numerous fashion retailers. There were high end brands and lower end brands, and a few in the middle end of the pricing point. But all had one thing in common - how they displayed the clothes - on mannequins. In fact, two or three shops seemed to use the same design of mannequin. In sizing and proportion none of them represented 'real women'. Coupled to the search insight, that was where the idea came to life. 

Working with Long Tall Sally we ran a competition amongst the brand's customers to find a willing customer to help us put together a campaign for a more realistic representation of women in fashion. Step forward Harriet - at over 6 foot she was the perfect champion of our idea. In just two weeks we 3D scanned Harrier and worked around the clock to get a full size mannequin Harriet in the window of Long Tall Sally's flagship store in London. 

The coverage and reaction to the campaign was thrilling to see. As well as increasing visibility for key terms, we helped Long Tall Sally's overall brand become more visible in search engines by 17%. At minimum the campaign led to an assisted sales revenue of £314k, coming in at an ROI of 729%.

But more importantly, judging from the reaction on social media, we encouraged huge numbers of women to feel proud of their shape and size, with many smaller women asking Long Tall Sally to make clothes for them. 

Here's the case study, if you want to share how grown up and measurably more effective creative can make the difference: