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Spanx leans into apparel offering with first-ever global campaign [Video]

Mobile Marketing

Dive Brief:

  • Women’s lifestyle brand Spanx has launched its first-ever global brand campaign, per a press release. “We Live in Spanx” is timed to Women’s History Month and spotlights the brand’s apparel offerings. 
  • Messaging for the campaign is centered around the many roles women often juggle at once. The campaign includes digital and out-of-home (OOH) placements in the U.S. and U.K. and media partnerships with Hulu, Meta and YouTube.
  • The effort sees Spanx, known for its shapewear, leaning into the broader apparel category with its first upper funnel advertising spend, including as the exclusive sponsor of Hulu’s Seize the Day placement on Friday.

Dive Insight:

Though widely known for its intimates and shapewear, Spanx is shining a spotlight on its wide range of apparel offerings that include denim, leggings and activewear. Launched at the start of Women’s History Month on March 1, the campaign flexes the brand’s expansive clothing collection by nodding to the ways it can …

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