Hanes turned to Stellar to seed user-generated content highlighting the unique benefits of their innovative new boxer briefs.

Hanes 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!…”