![]() ![]() On the videos section on their website, which features short commercials and films about their products that highlight customers, influencers, and artists, MeUndies plays up their humorous approach. For MeUndies, this means moving away from traditional underwear advertising tactics-think high-fashion models posed in black and white-toward something more dynamic and fun, using a lot of GIFs and videos of their products in silly situations. To stand out in today’s crowded market, brands need to have a narrative that differentiates their company from the competition. Tell a story that shows your brand’s personality This helps them attract younger customers who are willing to spend more for products that they identify with. ![]() They’re not afraid to poke fun at conventions or stand up for what they believe in. MeUndies uses their social media ads to connect with an audience that shares a similar set of values. (And it appears all is forgiven, since Facebook actually uses MeUndies as a case study for its ad platform.) That type of social responsibility marketing has more impact if it comes from a company that has shown it is willing to push back against outmoded or paternalistic policies. Millennial consumers are willing to spend more on products that support causes they believe in. That, in turn, lends greater credibility to their cause marketing efforts, like the male body positivity campaign they ran in 2017 with Eddie Huang. They used the Facebook ban as an opportunity to stand up for themselves, which reinforced their brand values of “going further” and “championing differences” by showing they won’t let themselves be pushed around. ![]() The response ads are what people remember. While MeUndies did eventually get the ban overturned, their response ads netted them three to five times the click-through rate than average. “One thing we really love to do is people in underwear doing things,” MeUndies senior brand manager told Racked in 2015. Their ads definitely show skin, but they predominantly showcase the comfort and style of their product as opposed to showing skin simply for the suggestiveness of it. (Their ads have tended in that direction in the past, but more recently appear to have taken a different tack.)Īs an underwear company, it’s no surprise that MeUndies subscribes to the age-old adage “sex sells”-but not in a lounging lingerie-model way. So it makes sense that MeUndies has developed an aesthetic that appeals to a younger demographic, and that their use of sex appeal in their advertisements is not the near pornographic variety you might expect in ads for usually male-targeted products like alcohol or sports cars. Another study, from McKinsey, found that eCommerce subscribers tend to be between 25 and 44 and are more often women. population had received a shipment from a subscription-box-type service in the past month, that number jumps to 25 percent for those aged 18-29. MeUndies positions themselves as the go-to underwear company for a younger generation.Īccording to an eMarketer study from April 2018, while less than 10 percent of the total U.S. Through a combination of smart targeting and often-bold content, they create ads that boost awareness of their brand as well as the values that appeal to their target customer. MeUndies casts a wide net with their social media strategy-you can find their ads on Facebook, Instagram, Pinterest, and Snapchat. They’ve grown to more than 50,000 subscribers. “The way we describe in house is ‘un-boring comfort.’ The core of our company is to have fun, it’s what we really like to promote, and underwear is our vehicle for doing that,” says MeUndies CEO Bryan Lalezarian.īy getting people excited about their brand and engaging with customers on social media, MeUndies attracts people who not only buy underwear but also buy into the brand. And MeUndies regularly connects with influencers to increase awareness and position their product as the hip, stylish alternative to other “utility” underwear brands like Hanes or Fruit of the Loom. The company creates content that makes strong statements and they don’t shy away from the sensitive topics that matter to their target customer: body positivity, LGBTQ rights, slut shaming-nothing is off limits. If you’re going to sign up for regular underwear delivery, it’s probably going to be the utilitarian variety, right?īut MeUndies-a thriving subscription underwear brand founded in 2011- has made it work by using targeted ads and video content to show the unique value, comfort, and personality of their brand and products. ![]() Underwear sold via subscription sounds, at first, a lot closer to boring. Underwear can be sexy and fun or it can be boring and mundane. ![]()
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