Spanx

Role: Account Planner

Challenge

To establish Spanx as shapewear of superior quality and make it the shapewear garment of choice for women aged 25-34.

Research

Secondary: MRI data, blog posts, news and editorial articles with mentions of Spanx

Primary: Amazon ratings, social media mentions, one personal interview

Key findings:

Therefore, SPANX has a healthy market share in the shapewear segment.

However, of the women who have bought SPANX in the last 12 months, only 13.08% are aged 25-34. The index for this age group is 87, indicating relatively low usage.

Key Insight

Those who haven't worn SPANX think of it as body-slimming. However, women who have worn it associate it more importantly with smoothening out their curves, rather than thinning. As a result, SPANX makes them feel more confident about their appearance and at ease in their outfit.

Strategy

Convince 25 to 34-year-old women that they should purchase and wear SPANX because it helps smoothen out their curves, making them look good and feel good.

Read the full creative brief here.

Creative

Social Media Advertising

Users would be encouraged to share their pick-up lines with the hashtag #SmoothAsSpanx and the 'smoothest' ones would get used in Spanx's print ads.

Print Advertising

These ads would be placed in magazines, and would have their outer edges curved like the silhouette of a woman's body.

Outdoor Advertising

Billboards would be put up, with one edge curved like the silhouette of a woman's body.

Source: University Reporter

Online mentions in blogs and articles:

“The rose-colored Spanx did not show through at all, and it gave me nice smooth curves – including a more shapely bum!”
“No lumps and bumps and panty lines - nothing! Spanx gives you a VERY smooth look.”
“I was VERY impressed with Spanx, and with how comfortable it was to wear – and the HUGE difference it made! Not only in how I looked, but also how I FELT.”
“They took some ill-fitting clothes I love and made them flattering. Spanx transformed some pieces I previously thought were unworkable and made me feel adorable.”
“They're simply a strange, excellent way to make you feel more confident if you need that extra boost to wear a skin-tight dress or skirt.”

“They stop all the lumps and bumps and give you an elegant silhouette.”

Amazon reviews:
“These are my new favorite undies, and I'm very picky about undies! They're comfortable, pretty, invisible under clothing, and they provide a little bit of smoothing around the hips and belly.”

Fashion expert Mark Hayes:
“So the way to get a good look is by wearing really good underwear. It smooths everything out.”

Interview with a 27-year-old SPANX user:
“They didn’t turn me into a size 2, but at least I stopped looking like Michelin man.”