1700%
increase in shares (vs prev period)
201%
Clicks to site (vs prev period)
174%
Engagement increase
British icon Ann Summers came to OOB with a brand presence that had lost its cultural momentum. AS is undeniably one of the UK's most recognisable lingerie and pleasure brands, but its voice had gone quiet. Instagram told the clearest story: an account in decline for over a year, with net negative follower growth in seven of the previous eight months before OOB took full creative ownership in October 2025. The brief was bigger than fixing the feed: rebuild momentum across the brand's social presence, reset the creative approach, and turn every channel into a space that actually drives conversation, community, and commercial value.
We rebuilt the creative strategy from the ground up, leaning into the formats, tones and cultural moments the Ann Summers audience actually wanted to engage with. Educational carousels became a genuine awareness driver. We unlocked and amplified the community through the comments section, confessions and proactive engagement. UGC-style shoots produced in-house by OOB elevated Reels output and pulled traffic back to the site. Diverse and inclusive casting and messaging became a consistent positive sentiment driver.
We rebuilt the creative strategy from the ground up, leaning into the formats, tones and cultural moments the Ann Summers audience actually wanted to engage with. Educational carousels became a genuine awareness driver. We unlocked and amplified the community through the comments section, confessions and proactive engagement. UGC-style shoots produced in-house by OOB elevated Reels output and pulled traffic back to the site. Diverse and inclusive casting and messaging became a consistent positive sentiment driver.
In just six months, we’ve already achieved a full reversal of a year long decline and a brand presence now achieving consistent follower growth, record-breaking shares and a huge lift in clicks to site, culminating in the strongest performance period the account has seen.
The feed now works harder across awareness, community and conversion, with share behaviour in particular showing the audience is not just watching, but actively passing content on.
And we’re only just getting started 😈
