Online dating platforms and social networks are extremely important in the online dating ecosystem.

We developed national partnerships with dating sites to position Addition Elle in a context of seduction. That's when we negotiated a new type of targeting based on body type. This was a first in the industry.

Only women self-described as “plus size” were targeted. We wanted to reach only those who were not afraid to affirm their curves. Exactly the kind of ambassador we needed.

The information from Addition Elle online visitors was then captured with a cookie.

Because we wanted to capitalize on their confidence and vocal actions, we used Facebook as a retargeting platform. We encouraged these women to share the new collection.

To push engagement further, a "live chat" was organized on Twitter to enable plus size women to discuss their mindset and endorse the brand message “seduction is a state of mind."

Results were more than substantial. This campaign led to more than 118% of the online sales. The campaign reached more than 2,878,400 consumers (76% of the target) at a cost per click of $0.69 vs industry benchmark at $1.85.