WILDly COMFORtable,
COMFORtably WILD
Stance Apparel, Fashion
Stance isn't your typical fashion brand - it's a call to challenge the norm. With a commitment to top-notch craftsmanship, Stance invites you to break free from the status quo and embrace your individuality in fearless and innovative ways.
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The Process
In order to successfully launch a new product category, it is crucial to develop a marketing campaign that stands out and captures the attention of potential customers. By leveraging Stance's unique roster of personalities and DNA, the campaign can reinforce the brand's identity as a premium and irreverent offering. This needs to have a creative and disruptive approach that not only showcases the product but also highlights the brand's distinct qualities. Additionally, ensuring that the product offers superior comfort can be a key factor in setting it apart from competitors.
THE CREATIVE STRATEGY
The idea was to come up with a unique POV/campaign for a new product category for Stance by leveraging the company's roster of personalities to create a direction that was both original and surprising enough to shock customers. The concept of Wildy Comfortable/Comfortably Wild was used to reinforce Stance's innate ability to be irreverent and premium in its offerings. This campaign was also marked by a $25k social media challenge, a vast cross section of unique personalities, and a product marketing message that could only come from Stance. What set Stance's campaign apart was their refreshing and humorous take on product marketing. We created a faux Mr. Rogers storytelling through ambassador Mitch Abshire, which led to the success of their $40 million dollar underwear business alone.
