MeUndies
Stretch Cotton (New Fabric) Campaign
Objective:
Introduce our new cotton fabric to unlock a younger demographic looking for a lower price of entry.
Concept
Comfort for All
We were known for our Modal Undies, which are 3x softer than cotton, so introducing cotton Undies posed a challenge. Rather than framing cotton as a new, exciting fabric, I opted to make this a brand campaign that funnelled down to cotton products.
We focused on brand attributes, and introduced ourselves to a large segment of customers who had never heard of us.
At a lower price point, cotton was a wonderful growth opportunity for us, so we used this launch to put our best foot forward—almost like a greatest hits of the brand as a whole.
Out of Home
Digital
We cast real artists so we could feature their stories on our owned accounts. This tied up to the overall message of feeling comfortable just being you.
Our influencers delivered content that both converted on paid social as well as reached high levels of engagement on organic.
