Dive Transient:
- Girls’s way of life model Spanx has launched its first-ever international model marketing campaign, per a press launch. “We Dwell in Spanx” is timed to Girls’s Historical past Month and spotlights the model’s attire choices.
- Messaging for the marketing campaign is centered across the many roles ladies usually juggle directly. The marketing campaign consists of digital and out-of-home (OOH) placements within the U.S. and U.Ok. and media partnerships with Hulu, Meta and YouTube.
- The trouble sees Spanx, identified for its shapewear, pushing into the attire class with its first higher funnel promoting spend, together with because the unique sponsor of Hulu’s Seize the Day placement on March 8.
Dive Perception:
Although extensively identified for its intimates and shapewear, Spanx is shining a highlight on its wide selection of attire choices that embrace denim, leggings and activewear. Launched at first of Girls’s Historical past Month on March 1, the marketing campaign flexes the model’s expansive clothes assortment by nodding to the methods it might probably cater to the multi-hyphenate life of girls. The trouble marks the primary time Spanx has spent cash on higher funnel promoting, per launch particulars.
“We Dwell in Spanx” incorporates a trio of influencers: monitor athlete Allyson Felix; social media star Nadia Caterina Munno, a foodie who can also be the creator of The Pasta Queen and mannequin Charli Howard, who was introduced as a part of the marketing campaign in February. A 30-second marketing campaign spot options the trio sporting Spanx apparel as they interact in numerous actions, like juggling a Zoom name whereas watching somewhat one, serving meals to buddies or meditating. The marketing campaign was photographed by Cass Chicken and directed by Jordan Scott.
Spanx has made a extra concerted effort of late to interrupt into the attire class, together with by a collection of experimental pop-up occasions late final 12 months. The occasions, which included stops in New York Metropolis, Miami and Washington, D.C., marked the primary time Spanx’s attire choices had been delivered to the general public through a retail expertise.
The “We Dwell in Spanx” marketing campaign consists of media partnerships with Meta, together with Instagram and Fb, YouTube and Hulu. Spanx is the unique sponsor for Hulu’s Girls’s Historical past Month Made by Her Hub, an providing that can characteristic content material starring, instructed by and created by ladies by the month of March, per particulars shared with Advertising and marketing Dive. The hub may even embrace Spanx-branded parts. Moreover, on Worldwide Girls’s Day (March 8), Spanx would be the unique sponsor of Hulu’s Seize the Day high-impact placement, which is able to enable the model to achieve almost each ad-supported consumer over 24 hours.
The apparel-focused international push from Spanx additionally comes following the appointment of Cricket Whitton to CEO in February. The exec beforehand served because the model’s president and chief development officer. Spanx, based in 2000, is now bought in over 50 nations worldwide.
Different entrepreneurs have equally rolled out advertising and marketing timed to Girls’s Historical past Month, together with Athleta, which launched its “Discover Your Motion” marketing campaign to function an empowerment anthem for girls and ladies. Extra broadly, Dove has continued its longtime advocacy for girls and ladies, operating its first Tremendous Bowl advert in 18 years this 12 months to encourage confidence amongst younger athletes.
