To Increase Online Sales, Use a Cheeky Strategy Like Sloggi

To effectively increase online sales, you don’t always have to be prim and proper.  The euro-wide Sloggi competition that drew a lot of negative press in Sweden has finally ended, but it makes an important point; sometimes a little bit of sass is a good thing.

When the "Show me your Sloggi" competition first started, we here at Fashion Fox talked about it, and how it rated compared with the US underwear campaign that had been launched by Jockey.  Both campaigns were aimed at an increasing online sales for both Jockey and Triumph International, the manufacturer of Sloggi; both were targeted at the 20-something market segments of the world.

By far, just in press coverage alone, the Swiss-based company Triumph International won this round.  Jockey has since launched another campaign, which we also talked about before, called Underwars.  Their slogan, "Got Moves? Got Undies? Bring It." encourages dance-offs between people clad in only their skivvies.

If you’re interested, they’re still taking submissions.

But many of you may be wondering who the winner of the Sloggi contest was. Who had the nicest bum?  Well, the votes are counted and Sloggi has found the World’s Most Beautiful Bottom!  Kristina Dimitrova, 19, hails from Bulgaria and was voted as the female with the best bum.  Andrei Andrei, 24, of Romania took the men’s crown.

A VIP jury chose two winners from 42 finalists from 26 countries, and the two "chosen ones" were each awarded with a modelling contract for the next international Sloggi campaign, 10,000 Euros in prize money, and an insurance rider that covers their finest asset.

However, winning the title was not an easy feat.  Before the final choice was announced, the finalists had to show their catwalk prowess by strutting their stuff down a moving conveyor belt , which was doubling as a catwalk.  After much time searching on YouTube, I have still been unsuccessful at finding a video of the ceremony, which is really a shame.

The winners were determined by members of the Sloggi jury composed of the following members:

•      *Model Sophie Anderton
•      *Susanne Maushake, model agency Munich Models representing Elite
•      *Psychologist Dr. David
•      *Fitness Expert, Karsten Schellenberg
•      *Choregrapher Marvin A. Smith
•      *Thomas Herrier, Product Management, Sloggi
•      *Photographer JR Duran

So, overall, the Sloggi campaign was incredibly successful at doing exactly what they wanted; gaining an increase in online sales AND driving traffic to their site.  Maybe it IS true that nice guys finish last  ; )