the background: Hanes is perceived as the comfortable underwear brand, not the sexy one. While they've certainly remained and owned, ahem, comfortable, they created bras and underwear that their millennial target WANTED to flaunt, not hide. Our challenge, should we choose to accept it, was to continue owning "comfort" but find a space for it in fashion, relevant to the cherished 24-27 female target.
the ask: Concept a creative territory and holistic activation plan to propel Hanes into the fashion space.
the idea: Based on social listening that indicated millennials believe comfort yields confidence, Comfydence was born and with it, an cross-channel influencer activation.
my role: Create the concept, build out the activation and pitch the concept and activation ideas with support from my creative partner.