Giving Millennials Something to Talk About

Eight bloggers, two products and one question whips up a dynamic conversation about apparel among the “net generation”

Be Comfydent - Nanys Klozet Image 1©

Nany’s Klozet blogger, Daniela Ramirez

What makes you comfortable and confident in your clothes? The Hanes brand posed that question to eight millennial fashion and lifestyle bloggers, and the women’s answers were as individual as their own personal style.

Blogger Daniela Ramirez, author of the Nany’s Klozet website, told her more than 215,000 followers: “I believe you can achieve anything when you are confident + comfortable.”

In her post, “10 Fashionable Ways to #BeComfydent,” Ramirez offered her tips. Among them: size should not be defining, a smile is always the best accessory, fashion rules are made to be broken and a good bra is everything – the latter with a nod to Hanes ComfortFlex Fit bras comfort, smart sizing and sleek silhouette.

The post was accompanied by a stylish photo of Ramirez wearing a bright purple bra under white overalls with a colorful, floral bomber jacket to pull the look together.

When Hanes invited the bloggers to participate in the #BeComfydent campaign, the brand was seeking to engage, educate and encourage dialogue about the brand’s ComfortFlex Fit bras, and Cool Comfort panties. ComfortFlex Fit bras are “shaped to fit” and offer easy-to-fit sizing (as opposed to traditional, cup-and-band sizing combinations), and Cool Comfort panties designed to keep women cool. In addition to blogging on their websites, the women posted to Twitter, Facebook, Instagram and Pinterest.

Style’d Avenue blogger, Megan Mitchell, did a photo shoot in a denim jacket and jeans – a look she called the “best sporty little outfit.”

Style’d Avenue blogger, Megan Mitchell

Mitchell told her nearly 200,000 followers: “One thing I love is sporty jeans, and yes, I love my Hanes Cool Comfort boy shorts hanging out – it gives off a cool and comfortable, edgy and confident vibe. I have the green and purple and a few more colors I love. And I can’t wait to wear them every day in my baggy jeans. I wore this outfit to the mall and a few errands and I had a few girls stop and ask what I’m wearing and where I got it. So if you’re reading, I would love to see you wear the same thing but in your style.”

Not only did the partnerships foster dialogue – from the bloggers and those who follow them – about Hanes and its two product lines, but they also delivered strong results.

According to HanesBrands, content generated by the bloggers ranked an average of 25 percent above the social sites’ benchmarks since the inception of the campaign. Additionally, the women’s trendy take on the Hanes products inspired almost 100 percent positive discussion, and the high engagement – including likes, comments, pins and click-throughs – has been positive for the brand.

Date: Winter/Spring 2017