MeUndies
Modal Undies Evergreen Campaign - 2020
Objective:
To create an evergreen campaign that educates the consumer on our soft fabric so we can be seen as more than just a “print brand.”
Concept
Journey to Comfort
MeUndies made a name for themselves with their fun, matching prints. But our fabric quality was actually top-notch, and not too many people actually knew it. We wanted to write a campaign that touted our softness as well as gave a background as to how we created our product—hopefully, to encourage people to give us a try. This was right as the pandemic began, so I was forced to think of an idea that did not require a shoot.
We decided to use illustration and stop motion and craft a message that not only focused on how our fabrication provides physical comfort, but how we enable emotional comfort through our huge selection of designs and styles.
I wanted to zero in on the dual nature of “comfort,” a brand value that has since become synonymous with our product.
“Being comfortable is about more than what's touching your skin. It's about feeling comfortable in your skin.”
Testing Strategy
We decided to bucket our ads into 3 categories: Softness, Technical Benefits, and Self-Expression. This would give us a good reading as to what attributes resonated most with customers so that we could incorporate them into future evergreen campaigns.
