MeUndies
Valentine’s Day Campaign - 2022
Objective:
To sell through our Valentine’s Day prints, while educating the consumer on the concept of “Matching Pairs” to achieve a higher AOV.
Concept
Match Me Just the Way You Are
In an attempt to market the emotional benefit of matching underwear with your partner, we had found success in previous “Match Me” campaigns. For this one, we wanted to highlight the weird, candid moments we share with our loved ones.
Love isn’t what they show you in movies and TV. It’s never perfect—but that’s what makes it so wonderful.
This 360 campaign succeeded in our mission to sell Matching Pairs and increase AOV while finding a relatable and funny angle to further our brand story.
Testimonials
We cast real couples to add authenticity to not only our storytelling but testimonial videos as well.
Softness, comfort, and matching were three value props that consistently rose to the service and performed across all channels.
Package Inserts
With each order, customers would receive an actual Valentine’s Day card they could give to their partner.
Staying true to the campaign, each card leaned into the playful aspect of relationships where you can poke fun at your partner.
Email Campaign
Our email campaign combined product marketing with branded storytelling. In each email, we would introduce a new style and couple. We would then link out to IG so people could follow our “Relationship Truth” series.
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Organic Social
To help with engagement, we encouraged people to post their own relationship truth for a chance to win $150 worth of free Undies. We also utilized fun candygrams for an SMS capture. And just for fun, we posted a playlist for all the single people on V-Day.
