THE CHALLENGE
Maidenform sought to breathe new life into its “M” collection by connecting with a younger, style-conscious audience. Aiming to enhance brand relevance and appeal, Maidenform wanted to align with a culturally significant celebrity who could authentically represent the brand’s values. To achieve this, Maidenform turned to BENlabs for their deep insights into consumer behavior and expertise in celebrity partnerships. The goal was clear: drive awareness, consideration, and a renewed sense of excitement around their “M” collection among modern consumers.
THE APPROACH
Using its audience mapping tools and extensive creator network, BENlabs identified Victoria Monét as the perfect fit for Maidenform’s campaign. Fresh off a banner year marked by three Grammy wins, including “Best New Artist,” and Billboard’s “Rising Star” award, Monét was not just a musical talent but a rising cultural icon. Known for her impactful collaborations with industry heavyweights and a distinct influence that transcends music into fashion and lifestyle, Monét was uniquely positioned to elevate Maidenform’s presence in a meaningful way.
BENlabs launched a campaign focused on showcasing Victoria Monét in authentic, everyday moments, seamlessly integrating Maidenform’s products into her life. Key content featured Monét wearing the “M” bra and underwear while preparing for a major awards show, relaxing at night in an “M” bodysuit, and rehearsing at her home studio in the M-Lift bralette. These behind-the-scenes glimpses allowed fans to connect with Monét on a personal level, presenting Maidenform as a natural part of her style and routine. By spotlighting these genuine interactions, BENlabs successfully reignited cultural relevance for Maidenform, using Monét’s influence to bridge the gap between the brand and today’s audiences.
The Results
Views
Engagements
Lift in Purchase Consideration
Lift in Purchase Intent
