Nala is a small bra and underwear business with a massive public presence. To date, it has sent a giant inflatable breast floating down the Yarra River, scattered G-strings on cars across Sydney, and put a breastfeeding Simone Holztnagel (clad in a Nala maternity bra) on billboards across major cities.
Marketing is a big deal for the business: Founder Chloe De winter reveals that it spends approximately 30 per cent of its revenue on marketing operations. ISB interviewed De Winter on Nala’s marketing strategy and why it works so well for the business.
A shorthand for what a brand stands for
The obvious benefit of these viral campaigns is that they draw eyeballs, getting people talking about the business and attracting new customers. But De Winter says there’s more to them than that.
“It’s allowed people to quickly understand what we stand for,” she explains. “We spend approximately 30% of our revenue on marketing. As a purely online brand looking to disrupt a pretty outdated industry, this is the best way to get our message across.”
Nala champions an array of progressive ideas in both its marketing and its products. Apart from campaigning against the censorship of women’s bodies in its viral marketing stunts, the brand’s messaging makes clear its commitment to diversity. Many of its promotional materials depict models with diverse body types and gender identities.
“We’ve been able to make these products so that they can be loved by people no matter their size, shape or gender,” De Winter enthuses. “Ultimately if we can push the industry forward even in a small way, we’ve done our job.”
Making values-driven marketing look authentic
Nala is a good example of how small businesses can show that their values really are authentic. According to the De Winter, “a lot of time” was spent refining the business’ irreverent brand voice. In one of its Black Friday ads on Instagram, for instance, the brand claimed being “really sh*t at maths” as the reason for its generous discounts. The authentic tone of its communications makes Nala’s values-driven marketing look more authentic, too.
When it comes to proving the authenticity of its beliefs, the business is also not afraid to put its money where its mouth is. Recently, for instance, it has partnered with and diverted funds to women’s health not-for-profits like Share the Dignity and the McGrath Foundation.
Why values-driven marketing can be such a smart move for a small business
Nala’s values-first branding, though genuine, has always been part of a calculated business strategy. De Winter says that her brand’s political bend helps her products stand out in the uber-saturated undergarments business.
“In a crowded market, we needed to find our point of difference,” says De Winter of the business’ beginnings. “…We get noticed first for our brand, but once someone tries our products, they come back for more.”
According to De Winter, the brand’s aggressive marketing has paid off in spades, generating a loyal customer base and community. The founder says that 70 per cent of Nala’s customers make repeat purchases. With its marketing efforts succeeding, the business is now focussing on extending its range of styles and sizes.
“We’ve been working so hard on this for over 12 months and we just know our customers will go crazy for it,” says De Winter.
