Dive Brief:
- Women’s lifestyle brand Spanx has launched its first-ever global brand campaign, per a press release. “We Live in Spanx” is timed to Women’s History Month and spotlights the brand’s apparel offerings.
- Messaging for the campaign is centered around the many roles women often juggle at once. The campaign includes digital and out-of-home (OOH) placements in the U.S. and U.K. and media partnerships with Hulu, Meta and YouTube.
- The effort sees Spanx, known for its shapewear, leaning into the broader apparel category with its first upper funnel advertising spend, including as the exclusive sponsor of Hulu's Seize the Day placement on Friday.
Dive Insight:
Though widely known for its intimates and shapewear, Spanx is shining a spotlight on its wide range of apparel offerings that include denim, leggings and activewear. Launched at the start of Women’s History Month on March 1, the campaign flexes the brand’s expansive clothing collection by nodding to the ways it can cater to the multi-hyphenate lifestyles of women.
“We Live in Spanx” features a trio of influencers: track athlete Allyson Felix; social media star and creator of The Pasta Queen Nadia Caterina Munno, and model Charli Howard, who was announced as part of the campaign in February. A 30-second campaign spot features the trio sporting Spanx attire as they engage in various activities, like juggling a Zoom call while watching a little one, serving food to friends or meditating. The campaign was photographed by Cass Bird and directed by Jordan Scott.
Spanx has made a more concerted effort of late to break into the apparel category, including through a series of experimental pop-up events late last year. The events included stops in New York City, Miami and Washington, D.C.
The “We Live in Spanx” campaign includes media partnerships with YouTube, Hulu and Meta, including Instagram and Facebook. Spanx is the exclusive sponsor for Hulu's Women's History Month Made by Her Hub, an offering that will feature content starring, told by and created by women through the month of March, per details shared with sister publication Marketing Dive. The hub will also include Spanx-branded elements. Additionally, on International Women's Day, Spanx will be the exclusive sponsor of Hulu's Seize the Day high-impact placement, which will allow the brand to reach nearly every ad-supported user over 24 hours.
The apparel-focused global push from Spanx also comes following the appointment of Cricket Whitton to CEO in February. The exec previously served as the brand’s president and chief growth officer. Spanx, founded in 2000, is now sold in over 50 countries worldwide.
Other marketers have similarly rolled out marketing timed to Women’s History Month, including Athleta, which launched its “Find Your Movement” campaign to serve as an empowerment anthem for women and girls. More broadly, Dove has continued its longtime advocacy for women and girls, running its first Super Bowl ad in 18 years this year to encourage confidence among young athletes.
via https://www.aiupnow.com
Jessica Deyo, Khareem Sudlow
