Spanx, the renowned women's lifestyle brand, is making waves with its latest move into the apparel category through its first-ever global brand campaign. Titled "We Live in Spanx," this campaign is strategically launched during Women’s History Month to emphasise the brand’s versatile wardrobe options and to acknowledge the myriad roles women often juggle simultaneously.
The core messaging of the campaign revolves around celebrating the multifaceted lives of women. Through digital and out-of-home (OOH) placements in the U.S. and U.K., as well as strategic media partnerships with Hulu, Meta, and YouTube, Spanx aims to reach a broad audience with its empowering narrative.
This campaign marks a significant shift for Spanx, known primarily for its intimates and shapewear. With a focus on denim, leggings, and activewear, Spanx is showcasing its expansive apparel collection that caters to the diverse lifestyles of women. Launched at the onset of Women’s History Month, the campaign highlights how Spanx apparel can seamlessly adapt to the multi-hyphenate roles of modern women.
"We Live in Spanx" features a diverse trio of influencers: track athlete Allyson Felix, social media star Nadia Caterina Munno (also known as The Pasta Queen), and model Charli Howard. Through a captivating 30-second campaign spot, these influencers are seen sporting Spanx attire while engaging in various activities that reflect the busy yet fulfilling lives of women.
This campaign comes on the heels of Spanx's concerted efforts to establish a stronger presence in the apparel category, including experimental pop-up events held late last year. These events provided consumers with a firsthand experience of Spanx's apparel options, signalling the brand's commitment to expansion and innovation.
In addition to its media partnerships with Meta, YouTube, and Hulu, Spanx has secured exclusive sponsorship for Hulu’s Women’s History Month Made by Her Hub. This platform will showcase content created by women, further aligning with Spanx's mission to empower women globally.
This apparel-focused global campaign coincides with the recent appointment of Cricket Whitton as CEO of Spanx. With Whitton's leadership, Spanx is poised for further growth and innovation in the dynamic retail landscape. As Spanx continues to expand its reach across over 50 countries worldwide, this campaign serves as a testament to the brand's enduring commitment to women's empowerment and inclusivity.
In a month where brands are aligning their marketing efforts with the spirit of Women’s History Month, Spanx's "We Live in Spanx" campaign stands out as a powerful celebration of women's resilience, strength, and limitless potential.
