THE OVERVIEW
Client: Urban Undercover
Time for execution: 30 days
Miami Ad School Strategic Planning Portfolio Client
THE ASK
Design a relaunch campaign for Urban Undercover’s travel underwearables.
How to launch a successful relaunch campaign when there is an overall lack of awareness of the brand?
THE CHALLENGE
THE INSIGHT
The wrong pair of underwear can ruin your day. Still, shopping for the right one can feel daunting when you are constantly forced to choose between style and comfort.
Compromise is not an option.
THE STRATEGY
creative IDEA
Utility Unmatched.
“We know that bad hair days can affect women’s moods, but who knew that lousy underwear days could also affect how they go about their day.”
context
THE AUDIENCE
Women.
30 to 40 years old. (Late GenXs, early millennials)
Mother.
Undergrad degree.
HHI +$90k
Corporate job
Always on the go during the day
Travels often
Wise spender
Believes in the green wave, tries not to buy fast fashion.
Instagram is her favorite Social Media App
Looks for relatability in the influencers she follows
Researches products and services before they purchase them
Checks her phone in the morning every day for emails and the news.
Looks for answers via organic search
Uses tiktok mostly to scroll through, but doesn’t generate content.
target persona
KENDRA
Kendra is a 36-year-old real estate agent in Mill Valley, California. She spends a lot of time on the go for work and play. From assisting local buyers and sellers with houses to flying to Palm Springs for the weekend, Kendra rarely stays in one place for very long. And when it comes to what she wears, she's always got to look her best while on the move, but she wants to be comfortable doing it.
INSIGHT
INSIGHT
The wrong pair of underwear can ruin your day. Still, shopping for the right one can feel daunting when you are constantly forced to choose between style and comfort.
STRATEGY
STRATEGY
COMPROMISING IS NOT AN OPTION.
creative idea
UTILITY UNMATCHED
