Building the Next It-Girl Lingerie Brand.
How we turned Chouchou Intimates into a fast-growing, hyper-engaged internet favourite.
The Brief:
Chouchou Intimates came to us ready to grow — and we took them there by reshaping everything from their creative world to their social presence. Across content, campaigns, partnerships, packaging, merch, and art direction, we helped build a brand that felt unmistakably Chouchou: confident, cheeky, modern, and made to be adored.
Our Impact:
In just 18 months, Chouchou transformed from a boutique lingerie label into a fast-growing, culturally resonant It-girl brand — with the results to prove it.
Instagram: 340% follower growth (5K → 22K followers)
Annual revenue more than doubled
Addison Rae posted Chouchou organically exposing the brand to 40M+ followers and unlocking a wave of new customers, credibility, and cultural relevance.
Launch engagement up to 6.74% with a week-long average of 3.6% — more than double industry benchmarks.
These results weren’t accidental. They were the outcome of a cohesive creative ecosystem: strategy, content, campaigns, direction, and storytelling all working together to build a brand people genuinely want to follow, talk about, and buy from.
Our Services:
Social Media Management
Content Creation & Copywriting
Creative & Photoshoot Direction
Influencer Marketing & Partnerships
Launch Campaigns
Packaging Design
Merch Design
SOCIAL MEDIA MANAGEMENT
A Social Presence Worth Obsessing Over
We rebuilt Chouchou’s social identity from the ground up — leaning into their natural “IT Girl” energy with a scroll-stopping aesthetic, cheeky copy, and original concepts that felt fun, youthful, and totally on brand. Every post was designed to feel like something your funniest, coolest friend would text you at midnight. This tone made the brand unmistakable, playful, bold, and full of personality, while the elevated visuals positioned Chouchou firmly in It-Girl territory.
RESULTS: 340% Instagram follower growth
-
The Eva set. → It will: make you feel unreal and heavenly in orange. It wont: put away the clothes piling up on that one chair in your room. Shop Eva in Tangerine to get your life in order.
-
Directions for Tangerine Whisky Sour: Put on your Tangerine Eva Set. Mix all ingredients together. Search the entire house for your fanciest cocktail glasses. Find them next to that thing you swear you lost. Reward yourself with an episode of Grey’s Anatomy. Repeat.
-
Why is she smiling? She has a takeaway on the way. Oh and she looks stunning in Eva Jade Jade.
-
Rumor has it wearing Chouchou makes you feel stunning, gorgeous and breathtaking all at once. These rumours may have been spread by us.
-
For good health and prosperity, we recommend that once a week you dress up in your favourite Chouchou set, snap a pic, post it to Insta and block your ex (they don’t deserve to see it).
INFLUENCER MARKETING
Creators as Cultural Touchpoints.
To position Chouchou as the next "IT brand” we identified and collaborated with key influencers with loyal and engaged communities. By leveraging the power of influencer marketing, we were able to connect Chouchou with a highly engaged and relevant audience, ultimately driving sales and brand awareness. This included partnering with Joely Malcolm for a photoshoot, leveraging her audience to achieve product launch success.
Our influencer strategy also gave us the space to reflect Chouchou’s values — choosing creators across diverse backgrounds, body types, and aesthetics so the brand felt genuinely inclusive, not performative.
CREATIVE DIRECTION AND CAMPAIGNS
Giving Chouchou Its Main Character Moment.
As their creative partners, we helped Chouchou with art and creative direction on regular photoshoots. Want to sell out your products? Invest in quality content. From that first lightbulb moment to picking the perfect models, and making the production magic happen, we'll help your brand stand out with jaw-dropping content.
MERCH AND PACKAGING DESIGN
Branding So Good, Even the Post Office Complimented It.
We are on a mission to make great brands, one sticker at a time. The IRL customer experience starts with packaging and it gives your customers a reason to share.
For Chouchou’s Christmas Campaign, we produced packaging thoughtful enough to delight customers and cute enough to be used as gift wrap. Custom tissue wrap, seal stickers, note card, two custom sticker sheets and a custom packing tape. We don’t mean to brag, but the Post Office ladies were big fans & said the tape was the cutest they’ve ever seen (we agree).
LAUNCH CAMPAIGN
The Return of Bettie
When relaunching their fan-favourite Bettie knicker, we knew we needed extra hype, so we built a campaign with personality. Introducing: “Where’s Bettie?”
A playful campaign featuring retro-style news reports, a custom Chouchou Times newspaper, teaser content, and a Lucky Ticket scheme to encourage purchases throughout the lead-up period.
RESULTS:
Engagement as high as 6.74% (industry benchmark: 1.29%)
A week-long average of 3.6% engagement
Bettie didn’t just come back. She came back with a headline.
If you want a brand this good, you know what to do.
Book a call with us. Your future followers thank you.