Australian-born lingerie brand Honey Birdette has launched its Christmas campaign this month, titled ‘Merry Kinkmas’.
The campaign has launched across multiple touch points including its website, in-store, Instagram, Facebook, TikTok, X, YouTube and Vimeo. The brand also shared an explicit cut for the website and VIP mailing list.
Honey Birdette chief brand and digital officer Emma Caldicott confirmed that the video has garnered more than 500,000 views to date.
“Each year we endeavour to make our holiday campaigns bigger and better than ever before,” Caldicott said. “We've done this by adopting a new content strategy with a focus on multiple content routes.
“Alongside this campaign, shot here in Sydney, we have two parallel campaigns that were shot in the USA with a mix of organic exposure and influencer marketing.”
The campaign spotlights Honey Birdette’s latest ranges of bras and lace-up corsets, alongside whips, paddles and ropes, as well as “suggestive glimpses” of its luxury leather swing.
Fifteen staff, including the production team and models Chanel Stewart and Julia Cavanagh were involved in the campaign.
“Taking every detail into consideration, we had a bondage specialist on set, plus coordinators and riggers to mantle the leather swing,” Caldicott said.
The campaign comes as Honey Birdette is set to drop 12 new collections over the next few weeks. Each collection varies from two-piece styles to seven-piece collections, including lingerie and lounge.
“This year we've let innovation drive us to experiment with new textures and textiles. This includes Angelica, Honey Birdette's first-ever collection with allover beading, and Whitney Sparkling Red which features thousands of sequins to dial up the shimmer.
“As the unbeatable bestseller, Whitney continues to impress with a brand-new corset and the Whitney Gold collection which is going to fly.
“While customer wants and needs are always priority at Honey Birdette, we're taking an intentional approach where we’re not chasing trends, but rather creating them instead. This can be seen with pieces like the Eliz chemise, a show-stopping slip made with chartreuse satin and premium zircon crystals.”