First, we teased the launch on Instagram by leveraging the brand logo to censor the product and build excitement.
Next, we released the campaign cross channel with a suite of editorial imagery reinforcing the tagline.
We supported the launch digitally with emails, a dedicated landing page and a homepage takeover.
We took over both store locations and supported the retail business with in-mall advertising.
There were mailers, radio scripts and a ton of press.
The result? Bras became one of the fastest selling products in Tommy John’s history.