Chafe Proof Underwear
Chafe Proof Underwear
Led the creative direction, art direction, photography, and copywriting for the launch of an innovative collection to acquire new, younger consumers. Steeped in consumer research and cross-channel collaboration, I worked closely with the senior designers on my team to bring this collection to fruition, and ultimately executed marketing and creative across digital, video, social and direct mail.
This collection launch was so successful, we sold out within weeks and had to cut most of our planned marketing for several months!
CREATIVE DIRECTION
Early creative direction and photography art direction. Since we were approaching with a digital-first launch to test and learn from, I wanted to make sure the creative felt youthful, humorous, and would be eye-catching in the busy realm of social media and digital advertising.
Photography
CATALOG SPREAD
This collection only made it into one catalog before it sold out for several months!
Social postS
Social posts to support the collection—some posts created in-house, some designed in conjunction with our social media agency.
Video post
Landing Pages
We tested a couple landing page designs and communication strategies to see what would resonate the most with the younger target audience.
PRODUCT DETAIL PAGE
Example of the product detail page on Jockey.com, and the added informational content.
EMAILS
A couple emails sent about the collection.
DIRECT MAIL
A targeted mailer for this collection only.
