Who: Ethical lingerie brand Naja was founded in 2013 by acting CEO and Creative Director Catalina Girald, along with “Jane the Virgin” actress Gina Rodriguez, who became a co-founder in 2015.
What: Girald was watching Olympic gold medalist Gabby Douglas compete in the 2012 Olympics and noticed that her “nude” ankle brace didn’t match her skin tone. She then thought back to her own gymnastics days and how there wasn’t really another ankle strap color. Realizing that “nude isn’t nude for everyone,” the company developed the first seamless lingerie collection in seven shades of nude.
To promote the news, Naja was supported PR agency Wunderlich Kaplan Communications and a $1ok PR budget that used media relations, social media and a collection landing page on the website as cornerstones of the campaign. Outreach to consumer, fashion, selected news outlets and blogs resulted in notable placements in major publications including Adweek, WWD, Cosmopolitan, Refinery 29, AdAge, and Racked. indicated immense support for the collection and raised powerful awareness for Naja. A strong call-to-action invited consumers to find out their personal lingerie color. The campaign was boosted through subway advertising in New York City; platform poles at the Bedford L stop were covered in different nude shades with the campaign hashtag #nudeforall. The campaign was directed by Badger & Winters, whose co-founder and chief creative officer Madonna Badger is fighting sexism in advertising through #WomenNotObjects, an effort to combat ads that objectify women.
Why: The multi-faceted campaign generated 700 million global impressions worldwide in four days. Photography associated with the campaign used real women of different ethnicities and professional backgrounds, including a Silicon Valley engineer and a ballet dancer. Campaign extension is particularly thoughtful, matching MAC, L’Oreal and Bobbi Brown foundation to underwear shades. What’s not to love?
