It’s All About the Fit.
Jockey is one of the most recognizable manufacturers and retailers of men’s and women’s underwear.
In the hope of conveying that they are more than just an underwear brand, Jockey Philippines approached Agape to create a campaign that would bring attention to the other products they offer. Specifically, their basics - pieces that can be part of one’s everyday wardrobe.
Agape worked on the branding, messaging, social media strategy, content creation and photography for the “Jockey Fits Better” campaign.
What was the challenge?
How do you shift a young audience’s perspective on an already established brand?
Our solution:
With a messaging that aligns with the young consumer’s needs, we positioned Jockey as more than just underwear, but a versatile brand that suits their everyday lifestyle.
The “Jockey Fits Better” campaign was centered around the idea that when it comes to basics, there are two things that people usually look for - fit and versatility.
The messaging of the campaign conveys how Jockey not only fits better than the rest of the market from a technical standpoint, but also is versatile enough that it fits whatever style you want to wear it with, promoting individuality and self-expression.
Style is all about expressing one’s self. We wanted the copy to reflect the idea of how combining basics allows you to express your own personal style.
Part of our strategy for Jockey was to establish them as the standard for the perfect fitting basics. We created informative posts, one of which was how a t-shirt should fit. This gives value to the audience by educating them on the basics of style.
Rather than focusing on just increasing their number of followers, we wanted Jockey’s feed to create a sense of community.
We encouraged followers to share their Jockey outfits, suggested ways to wear their basics, asked them what their favourite Jockey pieces were and shared quotes that were both informative and inspirational. This approach sparked a conversation with Jockey’s audience, increasing the number of comments and engagement to their posts.
Nowadays, Instagram is a very aesthetic-driven platform. As such, posts should be carefully curated so that they look well together.
A well curated grid for Jockey helped attract a younger audience and encouraged the Influencers to promote the campaign, which drove traffic towards the brand’s social accounts.
After establishing the Millennial market as the ideal audience for the campaign, Agape sought to tap influencers that will help push the message of the campaign to their followers.
With one of our partners being an influencer herself, we were aware that PR Kits are usually not reusable and are just thrown away right after.
With sustainability and zero waste in mind, we designed a drawstring bag that is not only reusable, but is also made from recycled fabric from Jockey.
These were sent to different influencers who reposted the PR kits on their stories and feed which helped drive awareness to the campaign.
