Results: Seven hundred million of impressions in just 4 days worldwide making it one of the most talked about campaigns in 2016 igniting diversity and racial conversations around the globe.
Naja was formed in 2013 by Catalina Girald, now CEO and creative director, with the goal to produce luxury lingerie at an affordable price in an ethical way. While in business school at Stanford, Girald developed a supply chain that would allow her to bypass the order minimums that prohibit most brands from being able to produce a wider range of nude tones. In 2015, "Jane the Virgin" actress Gina Rodriguez joined the company as a co-founder.
The Nude For All campaign began when Catalina Girald saw Olympic gold medal-winning gymnast Gabby Douglas compete in the 2012 Summer Olympics, it sparked an interesting product idea. Girald, a former gymnast, herself, was taken back by the fact that Douglas, who is African-American, was wearing a "nude" ankle wrap that didn't match her skin tone.
"I wore ankle wraps many times and hadn't ever thought about the fact that they don't make them in other colors. It made me realize that 'nude' is not 'nude' for everyone," Girald said.
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.
The Nude For All collection features three styles of underwear, in sizes XS to XXL, and one soft memory foam cup underwire bra, in sizes 32 to 40 and cups A to DDD. On its site, the direct-to-consumer brand has matched the collection's seven nude shades to foundations from MAC, L'Oréal and Bobbi Brown to facilitate shopping. Nude For All is currently on sale, and the campaign can be seen online and at the Bedford L stop in Williamsburg, Brooklyn.
Announcing Nude For All, the first ever seamless lingerie collection in 7 shades of nude. It is time to change the idea that there is only one nude. We called it Nude For All because we didn’t want it to be about being black or Latina or any one particular ethnicity. We wanted to reflect that we are a melting pot of people that come in a rainbow of nudes.
Media relations, social media outreach, and http://www.naja.co/collections were used to drive messaging.
General consumer, fashion, selected news outlets and blogs were targeted. Wunderlich founder and president Gwen Wunderlich says pitching the harsh reality of early onset racial discrimination proved to be challenging.
“We pitched to several editors and explain why we thought Naja’s Nude For All Campaign would be a great hit for their readers.” Partner of WKC, Dara Kaplan explains, “Many of the targeted editor’s responded back within minutes wanting to run the story.”
Outreach drove audiences to the site, where they could learn more and buy their personal color lingerie, and to the Facebook page, which includes campaign updates, media coverage, and a tab for fans to discuss issues.
The campaign featured real women of various ethnicities and sizes who have professional backgrounds ranging from a Silicon Valley engineer to a ballet dancer.
Subway platform poles were covered in different shades of nude and passerby’s are encouraged to find their nude and share it on social media with the #nudeforall hashtag to be entered to win $250 gift card that goes toward the collection.
The campaign has been featured in hundreds of reputable outlets including Adweek, WWD, Huffington Post, People Magazine, Essence, Cosmopolitian, Refinery 29, InStyle.com, AdAge, Magazine, Racked.com and Redbook, garnering several placements
Girald couldn't provide website traffic, but the Facebook page currently has about 126,285 likes.
Girald is also expanding her brand’s social mission by offering all of its garment workers’ children with free school supplies, school uniforms and books.
She also plans on launching a custom shades this year, which allow customers to order their exact shade, and is expanding into swim and activewear.Credits:
Client: Naja Lingerie, New York
Agency: Wunderlich Kaplan Inc., New York www.wkc.rocks