Case study: Lonely Lingerie | Surf Pacific
February 15, 2016

Case study: Lonely Lingerie

Upon the release of their newest line, now including an even more diverse range of sizes, we look at New Zealand lingerie label and what they are doing right in terms of content marketing.

The latest campaign has a distinctly feminist, body-lovin’ vibe while simultaneously revealing yet another season of beautiful underthings. Anyone who is familiar with the comfortable and cute tribute to loving the skin you’re in will know there is much to boast about in the Lonely product. From delicate lace fabrics through to their realistic size range, servicing ladies from A-F, Lonely Lingerie has had a strong message from the start. With a specific target in mind all along, “women who wear lingerie as a love letter to themselves”, Lonely has strategically and successfully reached their target market and expanded from a small town New Zealand label to a worldwide success. Their latest drop has appeared in reputable publications including the New York Times, Oyster, Nylon and Catalogue Magazine and previous designs have been worn, and loudly promoted by social media and real life queens Lena Dunham and Gigi Hadid. You can find the collections on edgy online retailers as well as big name merchandisers Urban Outfitters, Anthropologie and even David Jones.

The latest campaign made up of talented girl gang, photographer and artist Arvida Byström, Me and You co-founder Mayan Toledano, photographer/stylist Zara Mirkin, and body positive activist Paloma Elsesser, shows a candid Californian road trip with a focus on female friendship.



The Lonely label boasts a decent 44k+ Facebook followers and 256k+ on Instagram which is not to be sneezed at particularly considering they remain relatively niche and under the mainstream radar. While mainstream dominance may seem like a logical goal – targeting to your specific audience, staying true to your business mission statement, and attracting customers for life can be a more rewarding goal in the long run.

While Lonely may never compete with big name competitors like Victoria Secret, their campaigns are ticking boxes in terms of content marketing, starting with the golden rule: producing valuable content.

Thanks to the wonder of Photoshop, cosmetic enhancements and the strictly enforced beauty standards of the last few decades, you probably won’t see too much of women’s armpit hair and plus-sized underwear models in your everyday marketing campaigns. But if you scroll through the average, indie/alternative, or simply university-educated and politically aware mid-twenties gal, you’ll probably see these kinds of images all over their social media feeds and even on their real life bodies (shock horror!). By producing content that matched seamlessly with the content, their target audience already consumed Lonely created valuable content that would be engaged with and shared naturally and effortlessly.

This kind of content marketing fit in with the brand’s aesthetic and moral stance going to show that you don’t have to compromise who you are to gain a following – you just have to find the right target audience.

Similar strategies are at play in their Lonely Girls Project which is spread across all of their platforms including Tumblr, a separate Instagram account and their website. Lonely Girls showcases real life women wearing their Lonely products “their way”. Taken by photographer Zara Mirken, the beautifully curated images create a moving collection that could by shown in underground galleries or dot the walls of gypsy-hearted share houses. Each image shared intentionally fits with the overall aesthetic of the brand’s goals and the target audience’s interests. Striking portraits of women all over the world in different stages of life, with different body shapes, homes, and styles, all wearing the Lonely brand is engaging and interesting – especially as the styling is so effortless and organic.

Case study: Lonely Lingerie | Surf Pacific


Not once does it feel like you are being sold to, rather the focus seems to be on sharing the Lonely message.

The remarkable tool that is content marketing has well and truly fused the message with the brand so that when the audience thinks of body-love, female friendship and diversity, they will organically think of Lonely. And that, in my opinion, marks the great success of a content marketing campaign.

All Images are © Lonely Hearts Club 2003-2015