K-Lynn – the region’s most-loved and luxury lingerie brand, tapped into the daily online shopping lifestyle of women in the region with a purposeful digital activation.

This was done by turning the usual beauty poses of the lingerie models on their own website into instructional poses that serve as a step-by-step guide to self-check for breast cancer without ruining the shopping experience.

A 5-minute self check can help in early detection of breast cancer and increase survival rates by 99%.

And while numerous awareness campaigns have communicated the importance of a self-check, most women in the region DO NOT regularly perform this 5-minute exercise; cancer case in Arab women under the age of 45 years are increasing at an alarming rate (projected to reach 1 million by 2030). An even more alarming statistic: More than 40% of Arab women have never had a mammogram screening in their life.

However, women in the region DO spend an average of 60 minutes browsing fashion online. Even more when it comes to browsing lingerie. This daily online behaviour became the driving insight of our campaign – helping us engage with women during these 60 minutes to encourage a 5-minute, life-saving self-check.

More than 40% of Arab women have never scheduled a mammogram, despite numerous breast cancer awareness campaigns done in the region. Studies suggest, Arab women under the age of 45 are more prone to breast cancer, and early detection can increase the survival rate by 99%.

As a lingerie brand with a right-to-play in the women’s health category, K-Lynn wanted to launch a purpose-driven e-commerce first activation with the objective of successfully encouraging women to act for early detection of breast cancer. And use each product shot on K-Lynn website to drive customers to self-check.

Lingerie shopping turned into a life-saving action.

Every lingerie website looks the same – with models featured in typical beauty poses. K-Lynn’s looked no different – but then we changed that.

We re-shot K-Lynn’s entire lingerie collection, turning every beauty pose into a step-by-step guide to self-check for breast cancer. And since most lingerie shopping is done in private, K-Lynn’s e-commerce website became a first-of-its-kind platform that could directly reach women during a captive moment and encourage them to act by immediately performing a self-check.

An interactive chatbot on the website even provided women with the option to schedule a mammogram screening at affiliated clinics.

Statistics indicate that women in the region spend an average of 60 minutes daily, browsing fashion online – and even longer when it comes to browsing lingerie. And 5 out of these 60 minutes are all it takes to perform a life-saving breast cancer self-check.

So, our creative strategy was to give these women – who form the core target audience of K-Lynn – these life-saving five minutes on K-Lynn’s e-commerce website without disrupting their shopping experience.

And by doing so, sustain an always-on conversation – beyond just the usual ‘Pinktober’ awareness campaigns – around the importance of regular self-checks or mammogram screenings for early detection of breast cancer.

K-Lynn’s entire lingerie collection was re-shot with models posing to showcase step-by-step instructions for a breast cancer self-check – and was made live right after the clutter of breast cancer awareness campaigns faded away post-October.

The re-launch of the e-commerce website with this purpose-driven imagery was supported with social media content (posts, reels, stories) and influencer collaborations along with digital screens and posters in K-Lynn stores across the region.

The website continues to remain live even today, to drive year-round conversations around the importance of regular self-checks and mammogram screenings, beyond just the month of October.

Over 39,000 women from the region engaged with our social content – leading to an exponential increase of 43% in site visits to K-Lynn’s website and resulting in a direct increase of website sales by 23%.

Affiliated clinics reported a 47% increase in mammogram checks, and as word spread, K-Lynn’s overall brand buzz increased by 213%.

Followers on K-Lynn's social media pages also began to tag competitor brands – from LaSenza and Victoria's Secret to Calvin Klein and H&M – on the post, inviting them to implement the same idea on their website.