Silver Underwear
Silver Underwear
Led the creative direction, art direction, copywriting and design for the launch of a new more technical product. The goal was to market to a new consumer who might be familiar with this type of product already—underwear with silver ions woven in to help fight stink.
Steeped in consumer research and cross-unit collaboration, I worked closely with the senior designers on my team, as well as our external social media agency, to bring this collection to fruition through a digital-first launch in late August 2021.
CREATIVE DIRECTION
Early creative direction and photography art direction. Since you can’t see the “silver” element in the garment itself, it was important to be able to visually communicate that key technical feature in other ways, through backgrounds, props and color.
With the more tech-forward approach with silver ions in this garment, we also wanted to reflect that scientific idea through design elements to help this collection’s identity stand apart from normal underwear.
Photography
LANDing page
We ran landing pages tests to determine the best content strategy and communication that would ultimately drive purchase of these new items. We used the learnings to guide other marketing communications across channels.
PRoduct detail page
On our grid pages, it would have been hard to see there was any difference in the Silver underwear since they look like normal underwear—so we used a silver background behind our models to help these special key items stand out from the rest of our general underwear.
We also incorporated storytelling to explain how the technology works.
Social postS
Social posts to support the collection—some posts made in-house, some created by our social media agency.
We tested many emails to learn what messaging resonated most with the consumer. Here are a few of the best ones.
