Sloggi has been a well-known brand for many years, especially for their iconic underwear. The goal of the campaign was to rebrand Sloggi as being hip, modern and comfortable underwear.
The influencer collaboration was a central part of the campaign, “Unfasten Yourself”, which was about releasing yourself – like the feeling of taking off tight underwear. The influencers contributed with their own creative input to unfasten themselves visually and textually. In addition to the focus on the Unfasten campaign, the influencers also presented Sloggi’s latest collection for comfortable women.
Three macro influencers were activated. Besides publishing personal content on their own channels, they each co-produced and participated in individual photoshoots where the final images of them wearing the underwear were showcased at an exhibition at The Wallmarket. Furthermore, the images were used as decoration at the Sloggi headquarters.
A creative campaign that integrated both offline and online media.