Valentine’s Day marketing can get excruciatingly saccharine and predictable with diamonds and sugar making us all want to hide out until it’s all at least discounted on February 15th.
That makes brands like MeUndies who get creative stand out even more. No stranger to UGC- their Instagram bio tells fans and followers to tag them with #MeUndies for a chance to be featured on their account- they took things a little further for Valentine’s Day by launching a new seasonal, branded hashtag for duos in matching undies to be featured: #MatchMeUndies.
And while some duos featured so far are the more traditional type. . .
. . .some are even more adorable.
And treating yourself is an option, too.
The campaign very much reflects the fun, diverse and playful tone and values of the MeUndies brand. It’s also a smart move, because, as Yotpo puts it:
“In order to participate, couples need to be wearing MeUndies sets — increasing demand for purchase and creating a series of aspirational and authentic customer photos.”
The brand selects the best photos to showcase (the major lessons brands seem to not keep learning re:UGC is that a measure of content control needs to be in place), and that makes customers, fans and followers more committed to the brand if they’ve worked hard to stage a good shot to get featured. The inclusive nature of the shots the brand posts from customers and brand partners alike also makes more fans and followers feel like they’re a welcome part of the brand and have a reason to submit their photos.
All-around it’s a feel-good, fun campaign. Pretty much what underwear should be, too.