Agency: Wunderlich Kaplan Communications
Campaign: Nude for All
PR Budget: $11,000
Duration: May 23 - June 20, 2016
With a budget of only $11,000, underwear company Naja garnered global attention with a campaign highlighting that its new lingerie collection offers a "nude for all."
Naja founder Catalina Girald was inspired to create a lingerie collection featuring seven shades of nude, after noticing that African-American gymnast Gabby Douglas was wearing a nude ankle wrap that did not match her skin tone, during the 2012 Summer Olympics.
Girald, who serves as Naja’s CEO and creative director, formed the company in 2013, with the goal of ethically producing luxury lingerie at an affordable price.
Naja and its PR AOR, Wunderlich Kaplan Communications, began planning for the campaign one month prior to the line's release.
The PR team decided during the strategic planning phase that the news of the collection's release should come through exclusives with Women's Wear Daily, as a trade outlet, and Refinery 29, as an online outlet, for the announcement.
"We wanted to get as much media coverage as possible, in appropriate places where we knew that we could get the right message out, but also could drive sales to the company," explained Dara Kaplan, partner and president of Wunderlich Kaplan Communications. "In PR, we never like to say, ‘The goal is sales.’ But for a small startup company, it is important to get placements in revenue driving places, like Refinery 29."
In addition to media outreach, the campaign team sought to develop a social component that would help tie into the campaign's banner ad, which was set to go on display at a subway stop in Brooklyn.
The PR team also targeted general consumer and fashion publications, selected news outlets, and blogs to help spread word about the collection.
As part of the social element of the campaign, subway platform tills, turnstiles, and poles were wrapped in Naja’s various shades of nude. Passersby were encouraged to "find their nude" and share a picture with their shade on social media with the #NudeforAll hashtag. Those who engaged with the campaign were entered into a sweepstakes to win a $250 gift card that goes toward the collection.
The Naja Facebook page also included campaign updates, media coverage, and a tab for fans to discuss the brand.
Media outreach and the exclusive placements covering the collection's release drove traffic to Naja’s website, where fans could learn more and purchase their preferred shade of lingerie. Naja reps were unable to provide website traffic measurements.
The campaign's advertising work was directed by Badger & Winters. The campaign ad, which displayed at the Bedford Avenue subway stop in Williamsburg, Brooklyn, featured women of various ethnicities and sizes modeling the collection.
The Nude for All campaign generated 700 million media impressions, across both social and traditional outlets, in just four days worldwide.
The Nude for All campaign has gained global attention since it kicked off in May. Influencers such as Virgin founder Sir Richard Branson have been blogging and tweeting about the campaign. Branson referred to the campaign as "striking," in his blog. He has 7.95 million followers on Twitter.
The campaign has been featured in hundreds of online and print media outlets including: Yahoo, Elle.com, Women's Wear Daily, Huffington Post, People Magazine, Essence, Cosmopolitan, Refinery 29, InStyle.com, Racked.com, and Redbook. Global outlets, such as Marie Claire Italy, also covered the new collection.
In Particular, the Refinery 29 story greatly bolstered Naja’s sales and traffic, noted Kaplan.
Naja’s Facebook page currently has over 128,730 likes.