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Period underwear brand Thinx unveils first digital billboard

Set up in Brooklyn, it featured common period concerns, like “Commuting while cramping.”
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Thinx

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Period underwear brand Thinx debuted its first digital billboard last week, leaning on its existing social media strategy for support.

  • The Brooklyn billboard invited viewers to pull out their phones and share their period worries with Thinx on social media.
  • From Sunday, 9/12, to Saturday, 9/18, a giant pair of Thinx on the billboard “absorbed” said worries.
  • Examples included: “Planning outfits around my period,” “Commuting while cramping,” “Bleeding out on someone else’s chair,” and more, per info about the campaign that Thinx shared with Marketing Brew.

OOH 🤝 influencer marketing: To spread the campaign’s message, the company’s chief growth officer, Crystal Zerrenner, told Marketing Brew it’s leveraging a mix of new influencers—such as Kate Glavan—as well as existing “Thinx Leaders,” aka brand ambassadors, like Nadia Chanté and Pamela Zapata. “We are working with creators to roll out a high volume of user-generated content to encourage people to share their period worries and organically create their own #Thinx #absorbsworries content,” Zerrenner told us.

Thinx’s in-house creative team “intentionally chose a multichannel approach spanning OOH, social, and digital media,” in order to maximize the billboard’s impact. Zerrenner noted that Thinx recently learned its user-generated creative results in a 34% greater return on ad spend (ROAS) than static/GIF ads.

+1: While this is Thinx’s first digital billboard, it’s dipped its toes in OOH before. Remember its controversial subway ads?—PB

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Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.