Lime Ricki Swimwear: Get in the Water Campaign
01 — Project details
I wanted to create an integrated campaign that would showcase the diverse range of women who wear Lime Ricki swimsuits, inspire confidence, and ultimately increase engagement and sales.
Lime Ricki wanted to be known as a body positive company, but prior to this campaign, rarely used diverse models or promoted their extended sizes. This campaign needed to change that.
02 — Creative process
Our small team came together to brainstorm the concept and decide how to bring it to life. "Get in the water" was crafted to evoke the idea of making memories in a swimsuit instead of sitting on the sidelines.
I wanted to give this campaign a feeling of community and inclusivity, and decided the best way to do that would be to use real women in the messaging and imagery. I created an ambitious influencer strategy, as well as shoots to create photos and videos to support the campaign.
03 - Results
To date, the hashtag #getinthewater created for this campaign has been used over 21,000 times on Instagram.
The campaign was so popular with Lime Ricki's audience that the idea has become an integral part of the brand going forward.
“
#GetInTheWater means to ditch the insecurities and have fun! Having two small girls, this initiative means so much to me. I don’t want to spend my time on a chair or in a cover up because I’m not feeling confident. I want to enjoy that time with them.
— Lyndsey, social media influencer
150+
influencers worked with over the course of the campaign
10
blog post interviews with influencers and models
11,200+
Instagram engagements on campaign posts
3
instances, years later, of being told by someone how much the campaign meant to them