What Underwear Can Teach Us About Intergrating Social Media Into Marketing Campaigns

Karen Egan White

It’s been a while since my last post, mostly because I’ve wrapped up my social media marketing classes and have now ventured into the world of corporate communication. For this class I’ve been working on a case study for Hanesbrands Inc., and in doing so stumbled upon a great example of an integrated social media marketing campaign. Hanesbrands 2013 Dare to Share campaign. Check out this video case study from 360i to learn more:

In 2012, Hanesbrands released colorful, flirty styles aimed at younger consumers. However, the brand was having a difficult time selling the newly redesigned underwear to a younger audience who perceived Hanes products as being for older women. In 2014, under the direction of the Starcom MediaVest Group, Hanes brands launched the Dare to Share: Reveal Your Undercover Color campaign. The integrated campaign asked women to broadcast the color of their underwear via social media using the…

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