2016 was a wretched year. For women especially. There's a reason why women are marching in protest around the world - it still feels like it's a (very orange) man's world.

Agent Provocateur has been a force for women since its inception. Utterly devoted and fiercely loyal to making women feel in control and utterly fabulous.

So, to wrap up 2016, AP launched a Christmas campaign for women, to give us what we really want: control, laughter, filth, and badassness.

The Naughty or Nice? Campaign encouraged women to explore two richly nuanced sides of themselves, in order to get the undies they truly want in their Christmas stocking. A smart, daring way to make sure she got what she wanted and make Christmas shopping enjoyable.

The campaign launched with teaser videos in the week leading up to the drop of the main campaign video. The video ran on a separate website URL, which was live throughout the whole campaign and the WhatsApp service ran exclusively for press for 1 night only, 1 week before it was open to the public. It then ran every night for 2 weeks between 6pm-9pm. Agent Provocateur stores globally were merchandised accordingly to align with the campaign.

The campaign gained over 60 pieces of coverage from Tier 1 press, including Huffington Post, ELLE, DAZED and Harpers Bazaar.

39.2 Million #NaughtyOrNice Social Impressions

Benchmarking Review (Nov - Dec 2015 period)

125% more weekly engagement on Instagram content

105 % more weekly engagement on Facebook content

Video content - 103,329 unique vists

More importantly women reacted with laughter and felt part of the experience - not passive voyeurs.