Going from Heritage to Hip with a Bold Move into Digital Influence

As a heritage brand, Warners was at the forefront of intimates innovation for more than 100 years. Faced with a changing intimates landscape and DTC competitors, Warners had to reframe how consumers viewed the brand and meet their target audience where they were – on social media. This shift in consumer behavior gave Warner’s the opportunity to attract new customers by leveraging the influencers they trust and engaging them digitally where they’re discovering new products. 

Kaplow knew that in developing a year-long influencer strategy for Warners, it was important to choose the right voices to credential the brand while showing the product on real women’s bodies. By conducting qualitative analysis and quantitative measurement, Kaplow established a multi-faceted architecture for Warner’s first-ever always-on influencer programming. To elevate the brand through a style-focused lens, we identified Style Ambassadors to deliver relatable content throughout the year and serve as consistent brand advocates. To add a layer of credibility and generate educational content, we enlisted Undergarment Educator, Kimmay Caldwell, as a year-long partner and co-created strategic monthly calendars featuring creative themes. In partnership with a leading affiliate partner, Kaplow also curated a mix of influential power-converter influencers who shared shoppable content that inspired clicks and conversion. For the first time in the brand’s history, Warner’s was able to reach an untapped digital audience with consistent campaign messaging and authentic recommendations. Our strategic approach combined data with compelling creative and a clear CTA to maximize consumer consideration, ultimately leading to a sales lift during the campaign timeframes.