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HanesBrands Inc.
Undercover Color: Dare to Share

RAN IN: United States

CLIENT
HanesBrands Inc.

David Robertson - Mktg. Director, Hanes
Lauri Bauer - Sr. Manager, Advt. & Media Services
Jason Frichner - Sr. Mktg. Manager, Hanes

AGENCY
Starcom MediaVest Group *Lead Agency

Amy Engel - SVP, Media Director
Aileen Gattuso - Assoc. Media Director
Nicole Haygood - VP, Media Director
Amanda Mollet - Assoc. Media Director


360i *Lead Agency

Tiffany Curry - Acct. Director
Kelly Huibregtse - Sr. Acct. Manager


Weber Shandwick


The Martin Agency


SUMMARY

Known as a leader in comfort, but not style, Hanes was losing share in the womens underwear category. Competitors were reaching a younger demo by offering panties that were comfortable AND stylish. Millennial women, known for expressing themselves through their personal style, didnt consider Hanes fashionable. Knowing Millennial women share taboo information in public, social contexts, Hanes gave women a platform to reveal their undercover color. Results showed a 17.4-point lift for the statement "Hanes products are for someone like me" vs. women not exposed to the digital campaign.

CASE STUDY

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CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: Print,Digital Print,Social Networking Applications

Audience: Teens (13-20),Young Women (20-35)

Objectives: Change brand image

Type: Business-to-Consumer

Classification: National

Language: English