Pour Les Femmes is a sleep/loungewear company co-founded by Robin Wright. Prior to working with us, the brand had focused on its wholesale business, selling to retailers such as Saks, Neiman-Marcus, and Harrods.
We understood that the brand was missing a huge opportunity to capture the growing online market for sleep and loungewear and leverage the audience and credibility of the brand's own celebrity co-founder. Starting in 2019, we partnered with Pour Les Femmes to re-launch their DTC business and activate their global audience of conscious customers interested in luxurious and sustainably made garments.
We leveraged best-in-class marketing technology, the brand's own first-party data, and expertise in content strategy and audience targeting to build brand equity and drive revenue. As an outsourced CMO, we drove all aspects of marketing procurement, brand strategy, creative, marketing technology, social media, paid media, email/SMS, and globalization of the customer experience.
The result? We grew DTC revenue 4x in the first year and 20% in the following year, while launching and growing the addressable audience across multiple platforms including Facebook, Instagram, TikTok, and YouTube.
We developed, produced, and distributed Pillow Talk by Pour Les Femmes — an original series to extend the ethos of safety and comfort, especially as it extends to women helping other women. Hosted by Robin Wright, guests included Chelsea Handler, Jamie Lee Curtis, and Amber Valletta.
We launched a community-building and collaboration platform to grow and manage affiliate relationships with influencers. We managed and measured the impact of our celebrity gifting program across some of the biggest names in the entertainment business.
The Pour Les Femmes brand represents a beautiful, sustainably made, and high-quality product. Our activation strategy was built on this brand identity to create emotional connections with customers — increasing loyalty and growing sales.
We conducted focus groups and customer surveys to understand Pour Les Femmes's buyers — socially conscious, interested in luxury, and in giving back. With this persona in mind, we set about growing the audience across social and paid media.
We launched and managed campaigns across Facebook Ads, Google Ads, and TikTok to grow brand awareness and revenue — reaching PLF's customers where they spend their time and growing the addressable audience.
We worked with technical SEO partners to audit the Pour Les Femmes e-commerce site and implement recommendations to grow organic traffic, built around the key customer personas we were attracting.
Jeff initiated partnerships with NBCUniversal Ad Sales to launch Pour Les Femmes on the NBCU Shoppable TV platform. He also managed the Mastercard Europe relationship — including a co-branded awareness campaign in the UK, France, and Ireland that drove over 250,000 website visits and introduced the brand to new customers across three markets.
Centralized customer data is the key to informed marketing decisions. We implemented a customer database for a full lifetime view of customers' engagement with the brand. We used best-in-class e-commerce CRM technology from Klaviyo and Attentive to launch and grow the Pour Les Femmes email and SMS programs — increasing conversions and building brand loyalty.
We launched and managed direct mail campaigns that drove significant results using customer segmentation based on past purchase history.
Customer data and analytics were at the heart of our approach to growth. With a deep background in media measurement using first-party data, we constantly evaluated attribution platforms to ensure paid budgets were effective and correctly correlated to the customer journey.
To expand the founding mission of Pour Les Femmes — providing comfort and security to women — we created the Pour Les Femmes Foundation, a 501(c)(3) public charity, and launched it publicly in 2022.
The Foundation allows Pour Les Femmes to provide support for capacity building with local partners in the Democratic Republic of the Congo — helping lift women and children out of poverty, advancing gender equality, and protecting them from gender-based violence.