MeUndies
Breathe (New Fabric) Campaign - 2021
Objective:
To unlock an entirely new segment of customers with “Breathe,” our very first new fabric designed for being active.
Concept
Made for Your Movement
The challenge with Breathe—our very first new fabric—was coming up with a campaign that tapped into a whole different market of consumers while still feeling on-brand. MeUndies has always been about inclusivity, and it was important we were able to show different types of people using this product in different ways. We also wanted to stand out from the crowded market of activewear and lean away from traditional tech-driven value props.
The solution was a very UGC/Influencer-driven campaign that highlighted a fabric that was “Made for Your Movement.” While our standard MicroModal was always marketed towards comfort and self-expression, this fabric beckoned you to get up and move…any way that you wanted. This campaign was way ahead of the curve in terms of leveraging UGC content for a major campaign.
Paid Content
We leveraged assets from our influencer shoots as well as our ecomm shoot to highlight the product benefits of Breathe. Talent was always moving to continue the storytelling.
#MoveWithMe
Each influencer was also contracted to do an IG Live Class on our channel. This was a great way to engage our community and provide extra, free benefits of the brand. This was our IG Story announcing the classes.
