Undercover Color – Dare to Share

*Creative Media Awards - Online Media: Branding - Finalist (TBD)

Objective: When Millennial women think of Hanes, they often think of the brand's comfy fuller-coverage styles. So when Hanes launched a new line of stylish, colorful underwear for young women, they asked us to help bring them out of the comfort conversation and into the fashion conversation.

Insight: We discovered that Millennial women are more than willing to share it all on social media - including their underwear color, which they see as a direct reflection of their mood and personality. Put simply: the color women choose to wear underneath it all says something about them, and they want the world to hear it.

Strategy: Since style is much more than meets the eye – the colors and patterns young women choose to wear underneath their clothes bear meaning – we dared them to share their “Undercover Color” with the world.

We encouraged women to visit UndercoverColor.com, where they could select their current underwear hue on an interactive color wheel and tweet it out to the world using the hashtag #undercovercolor. Media buys across leading women’s sites placed Hanes in the middle of the style conversation, and paid and earned social media content generated even more shares. The effort even included a digital billboard in Times Square that streamed #undercovercolor mentions ticker-tape style and broadcast which colors were trending at that very moment.

Results: “Undercover Color” propelled Hanes’ women’s line into the fashion space, as the brand’s fresh new styles splashed across the pages of top fashion publications like WWD, Glamour and People StyleWatch. With millions of earned media impressions, the campaign effectively shifted Millennial perception of Hanes. The brand saw a significant lift in Millennial women who said Hanes is “modern & current” as well as competitor shoppers who said Hanes was “a brand for them” (Source: Dynamic Logic).

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