Knowing their passionate customer community would love the expanded color palette, Boody came to us to develop a launch campaign.
While we wanted to create a campaign that stood on its own, we also had to make sure that the look and feel complimented Boody’s existing brand. One of the core components of Boody’s brand is comfort, so we used that as a jumping-off point. Comfort isn’t just a sensation, it is also a state of mind. To feel comfort is to feel inclusion.
Keep It Simple
Keep It Natural
To stand apart from other nude campaigns that were overtly diversity-focused, we decided to shift the focus toward how the set of colors makes the customer feel. “Naturally You,” takes a concrete step away from “nude” and focuses instead on “natural.”
01 Creative Direction
More is Better
More Color Options for More People
We chose to go with a maximalist style that drew inspiration from the boldness and beauty of the natural world. With a color palette that complemented the new hues, we created a visual system that is playful, dynamic, and fun, while keeping the messaging approachable and down-to-earth.
02 Campaign Design Elements
03 Community Activation
Influencers + Our Loyal Fans
Overall the campaign was a success. With the help of influencers, we were able to inspire Boody fans to share their love of the product and the sentiment of #NaturallyYou.
2018, top performing client social content
$10,000 in total media value acquired
Thank you @boodywear for encouraging women to show off their truest form confidently (and for making the comfiest undergarments in amazing shades)”
If you know me well you know that I’ve sort of been anti-bra for over 10 years now, because I find the vast majority of them to be so uncomfortable and restricting. Thanks to @boodywear I’ve finally found bras that I would actually wear every day.”