Underwear is big business. The entrants of celebrity brands like Skims and Savage x Fenty have shown that there’s room for something new. People are hankering for choices other than legacy brands.
It’s no wonder then that we’re seeing many new DTC brands taking more and more market share against the big players in the industry.
And to make this happen, these underwear brands are using new and offbeat advertising strategies.
The advent of social media advertising means it's now easier to test hooks, approaches, and creative angles.
So that's what we want to review in this article: how underwear brands are promoting user experience, benefits, and social proof to sell underwear. How are these creatives shaping their promotional efforts and what's working?
Today, we'll share some major techniques we've seen in underwear brands' paid ads.
With these proven e-commerce marketing strategies tailored specifically for underwear brands, you'll be well on your way to turning browsers into buyers and building a loyal customer base that can't get enough of your products.
Or at the very least, have ideas to add to your swipe file for your next campaign.
1. Showcase the main benefits of your product
The benefits of your product can be the sole reason why people choose you over competitors. It is important to take note that customers buy products mainly because they want to solve a problem or meet a specific need.
Highlighting your edge can be done in several ways through ads. Take these three of the best examples from these underwear DTC brands.
Knix used an effective hook "This is my new secret weapon" to capture audience’s attention. Then the video ad continues with listing the features that go along with the product.
It’s a good flow of events knowing that customers are more interested in the benefits of the products they are buying versus their technical details.
Pepper managed to target a specific persona through this ad. With a clear banner “The best bra for small boobs”, it states right away to whom their product is made for.
You can’t help but get enticed with the narration made by the model/customer using powerful words such as cutest, comfortable, perfect, so good, feels great, along with the emotion she portrayed.
2. Present a comparison versus your competitors
Comparative advertising is an efficient approach used to differentiate a brand from their competitors. Through this, you can gain an influence over customers’ buying decision by presenting that your product is superior to other brands.
TomboyX did well in this ad by showing a side-by-side comparison of their product against other brands in general. It facilitates decision making as it shows concisely in which aspects their product is superior while also showing where their competitors are lagging behind.
In this video, they have stressed the importance of each feature. The bulleted format with supplemental image is super easy to digest.
3. Emphasize your brand’s commitment
Your marketing content should not just about selling your products!
Like a lot of fashion brands nowadays that are driven by a strong commitment to sustainability, your brand should promote how you create a positive impact.
Communicating your brand’s good cause can also be done through paid ads so you can get higher audience reach and engagement.
Parade and TomboyX are excellent examples of brands accentuating their pledge to the environment.
Through these ads, they point up the use of comfortable fabrics made from recycled and biodegradable materials.
By highlighting their sustainable practices and eco-friendly materials, both brands demonstrate their dedication to reducing carbon impact while still providing comfortable and stylish products.
These ads effectively share the message that customers can enjoy high-quality garments while making a positive contribution to the planet.
Parade shows effectively in this ad that their brand stands for sustainable wear.
Notice how they’ve put equal emphasis on the “comfy” side of their garments. This proves that sustainability can go well in pretty much any aspect of the business (fashion, function, price, etc.).
TomboyX made it more specific by mentioning the exact source of their fabric (i.e. breechwood trees).
Also, mentioning that their underwear is one thing you’ll feel good about wearing. It points out what your product can do for the customers, that is, making them feel less or not guilty at all.
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4. Gather and publish customers’ experience-based insights
Customers’ words are so powerful that they are always, always a good choice when crafting content, especially in advertisements like video ads.
Featuring multiple customers in a single video and highlighting their love for the products makes the ad more persuasive and appealing to potential customers.
This campaign from Skims highly stressed their customers’ experience when wearing their product. They’re obsessed with it, as verbalized by these UGC babies.
This ad is a collection of short clips showing actual comments from the end users, who again, said they’re obsessed by these underwear. The first 3 seconds show an intense emotion by the customer which triggers excitement for the audience.
We also love the consistency being demonstrated on this video ad. From start to finish, they remain true to the campaign — being obsessed with the underwear.
The transition cuts are also remarkable because it makes this curation of clips convey a common message. It is therefore straightforward and consistent but not at all boring.
Here’s another great ad, a collection of video clips from happy customers.
Pepper have made an emotional impact by featuring women with disabilities who talk about the experience they’ve had with the brand's underwear. It was a creative and inclusive way of reaching their audience.
It further shows the inclusivity of their products and how it accommodates different body builds.
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Want more top examples? Download our Underwear Marketing report!
