Pour Moi’s Active Meta Ads

The ads sell Pour Moi's lingerie, swimwear and nightwear, with the Santa Monica strapless control swimsuit, the Free Spirit strapless underwired top, the Sofia lace bra, the Fleur non-padded underwired balconette bra, the Hollywood padded plunge basque, the Mixology padded plunge bra, the Atelier lace non-pad underwired set, the Taylor plunge bra, the Roxanne range, the Etoile set, the Palermo swim collection, the Love to Lounge range, the Sofa Loves lace pyjama set and the Woven Tassel Kimono among the named products. The promise is fit: lingerie and swimwear designed to fit, with cup-sized swim, tummy control, hidden support and styles up to a J cup. The Gok Wan partnership carries the Designed to Fit campaign, and the ads also point to the holiday shop and the Worn to Be Seen lingerie edit.

The copy opens with the product itself, as in “SS26 Swim, Designed For Summer” and “Meet your new favourite swim. Fresh colours, new season styles and the same sculpting, supportive fit for confidence-boosting comfort”, and often with a question about the perfect bra or the reader's favourite style. It names the problem of wired-in discomfort in padded bras and answers it with the right padded bra, and it dwells on details such as the tummy support panel, moulded cups, removable straps, no tan lines, no slipping and no stress. Seasonal lines cover winter sun, the holiday shop and the return of Palermo in fresh florals, while nightwear ads promise pretty lace that feels like loungewear with support built in.

The ads are overwhelmingly video, at 77% of the pulled sample, and 24 carry Meta's paid-partnership label with names including Gok Wan, contentbyjoannal, Laura J Farr and India reynolds. The longest-running creative has been live for 17 days, and the account runs 83 active ads in the United Kingdom.