We shifted the brand messaging from “slimming product” to “confidence booster” — a daily wear essential for women who want to feel good in their clothes. Instead of bold claims, we focused on practical benefits like belly control, hip shaping, and better posture.
 
The Facebook campaign featured static ads with clear visual cues: bulging waistlines under dresses, visible tummy bumps in jeans, and side-profile insecurities. Our copy was designed to be relatable, emotional, and subtle, helping potential buyers see SOEZ as a trustworthy solution to their daily fashion frustrations — especially when it came to hiding the belly without discomfort.