merit
Maidenform wanted to launch a campaign to support one of their strongest categories, T-shirt bras–an essential staple in a woman’s wardrobe, regardless of style or taste. But T-shirt bras are usually pretty plain and overlooked. So we tapped into the idea of what a really great T-shirt bra leads to–Behind Every Great Outfit is a Really Great T-shirt Bra. With this line, we were able to expand our visual world–it’s not just about the bra, but the whole look–a common theme of organic influencer content. Taking a page from UGC style, we created dynamic content that showed off the versatility of the Maidenform T-shirt bras and all the incredible looks and styles they support.
Maidenform has long been known for reliability, but today’s fashion-conscious woman in her 30s wants more than just a solid foundation—she wants a bra that moves with her, not defines her. We were tasked with developing a campaign for Maidenform T-shirt bras that also drives relevance, attracting a younger consumer to the overall brand. Our ultimate goal was to reposition the ordinary T-shirt bra as the starting point of self-expression, making Maidenform more than just an essential, transforming into her ultimate hype woman—always there, always lifting her up.
An extensive casting,styling, and content capture process led to a huge library of assets featuring all different kinds of women styling all sorts of outfits, and they all started with a Maidenform T-shirt bra. We used UGC/influencer filming and editing techniques paired with platform-native language to make our assets feel truly organic. Our Collection video is a highlight reel of all the looks, with the three main T-shirt bras at the heart of it all.
With a social-focused media buy, our paid content stood out in an organic way.
