Hanes turned to Stellar to seed user-generated content highlighting the unique benefits of their innovative new boxer briefs.
About Hanes:
- Socially responsible manufacturer and marketer of leading everyday apparel
- Fortune 500 apparel company
- Founded in 1901 Headquartered in Winston-Salem, North Carolina
The Goal:
- Generate authentic consumer reviews for Hanes’ product launch to help shoppers understand the benefits of their FreshIQ™ Cool Comfort™ Breathable Mesh Boxer Brief
The Approach:
Leverage Stellar’s micro-targeting capabilities to match Hanes customer profile and hand-select participants in the market for their product:
- Physically active millennial men
- Prefer boxer briefs to other types of underwear
- Shop primarily in mass market retailers
The Results:
- By targeting men who were predisposed to like the product, Stellar generated passionate reviews that spotlighted the product’s breathability and comfort.
- 4.6 average rating
Program Highlights:
★★★★★ 5 out of 5 stars
Stay Cool! “…Living in Arizona, staying cool and dry is a priority and these boxer briefs are much cooler than the traditional cotton version I have worn in the past…”
★★★★4 out of 5 stars
Comfy Underwear “…The fit is comfortable but I found the sizing to run a bit large. I usually wear a size large but these briefs were a little looser than I am used to; I will size down to a medium next time….”
★★★★★ 5 out of 5 stars
Easy, breezy, comfortable underwear! “…As a member of the armed forces I am constantly outside training, working out, or working in austere conditions. I can not say enough about how comfortable these underwear were underneath my uniform!…”
