WINSTON SALEM, NC: O'Malley Hansen Communications has been named AOR for Hanesbrands' intimate apparel lines Bali, Playtex, and Wonderbra, following a competitive RFP process.
The RFP required all agencies involved in the review to pitch separately for each account, and O'Malley, which has done work with Hanes since 2006, made sure to give each brand its own unique approach, said Kelly O'Malley, principal at the agency.
“Part of it was understanding how the brands are different and the audiences are different, and then making sure we had the right voice for each of them,” she added.
As AOR for Bali, Playtex, and Wonderbra, the firm is building strategies for more brand recognition and to engage with consumers. O'Malley is using platforms involving both traditional and social media channels.
With the Wonderbra brand, the agency is focusing on social media, like Facebook and Twitter, in order to connect with young female adult consumers.
“We're trying to capture the flirty, fun, youthful voice of Wonderbra,” O'Malley added.
Since winning the accounts in spring, the agency has launched several new initiatives, including an event for Bali in June. At the two-day event, which took place in New York, the objective was to build relationships with influential bloggers and traditional media outlets and get them to understand the brand. In addition to previewing some of the collections for 2012, attendees met with celebrity stylist Jennifer Rade, who offered fashion tips and advice.
“Bras and shapewear can lift your confidence,” O'Malley explained. “When you feel good, you look good.”
The agency has also been conducting blogger outreach for Playtex, specifically concentrating on product launches related to bra straps. With the help of merchandisers, O'Malley has partnered with bloggers so they can give feedback on strap-related issues.
Hanesbrands' Playtex is very much a “problem-solution brand,” and the agency is doing all it can to be a part of that equation, said O'Malley.