Women’s apparel brand Knix has launched a new campaign focused on its core period underwear offering and anchored by geotargeted OOH designed to drive traffic into its physical stores.
“Period Underwear Changes Everything” was developed with OOH-focused creative agency Quan Media Group and leans heavily on specific billboard buys located near the brand’s stores in Vancouver and Toronto.
The campaign aims to drive conversation and consideration of the brand’s signature underwear, explains Emily Scarlett, director of communications at Knix. While destigmatization isn’t a new way for Knix to talk about its signature product, this is an effort to talk about it in a more attention-grabbing way.
“We want to normalize leaks, so we think the best way to do so is to talk about it, which is exactly what this OOH campaign will do,” Scarlett says. “Get people talking.”
Though much of Knix’s business is direct-to-consumer, the purpose of this campaign is to compel more shoppers to visit its physical locations. The brand has a pair of stores in both Toronto and Vancouver.
It is the first OOH campaign of this scale launched by Knix – with significant buys that include TSAs, streetcar wraps and mural-sized ads on the sides of buildings, as well as a significant footprint in Toronto’s Union Station – though the brand has used the channel for provocative messaging in the past.
Alongside the OOH, the brand is also rolling the campaign out across radio, TV, mobile, retail, on site and through direct mail. Brand partners Rogers and Bell provided digital support, while Marketing Kitchen and Canada Post provided support for the direct mail portion of the campaign.