Cause Branding

Reinventing a Nearly 100-Year-Old Brand

Women Who Do LiftTOUR by Vanity Fair Lingerie

Favorable response
and participation by key retailers
More than 150 million
earned media impressions
An increase
in sales


Vanity Fair Lingerie was a nearly 100-year-old lingerie brand with an awareness problem in a category that was missing the mark with their number one customer – women. To combat this issue, Vanity Fair launched “Women Who Do” — a powerfully uplifting campaign dedicated to praising and celebrating everyday triumphs of women everywhere while highlighting the brand’s long-standing commitment to producing quality, luxurious lingerie at an affordable price-point. Crossroads was tasked with bringing the campaign to life through cause.


The solution was the “Women Who Do LiftTOUR,” a bus tour with a focus on fit and philanthropy. The goal of the Women Who Do LiftTOUR was to spread awareness of and reintroduce the brand while helping customers in communities across the country feel and do good. Research showed 8 in 10 women wear the wrong bra size, and a suit or any type of clothing will never fit correctly unless there’s a proper foundation underneath. With this in mind, we provided fittings and for every woman fit, Vanity Fair donated one brand-new bra to the local Dress for Success affiliate.


Through significant earned, paid and owned media, the Women Who Do LiftTOUR gained substantial recognition. One of the campaign goals was to increase brand awareness through earned media (broadcast, print and online) as well as social media. 
In one year, the Vanity Fair LiftTOUR garnered more than 150 million impressions and donated more than 5,400 bras to Dress for Success, filling a critical organizational need. From a retailer perspective, they were so impressed with the Vanity Fair LiftTOUR, they asked the brand to make an in-store cause program an annual activation.