Seventy to eighty percent of women wear the wrong size bra. It’s just the naked truth; research has proven it. And while many brands and media channels have addressed this fact in one creative or informative way or another, women still can’t bring themselves to engage in a true dialogue about this issue without hesitation. While they want to talk openly and candidly about their bodies and the bra category, for many reasons, they feel they can’t, or shouldn’t. A leading force in the business of bras, Playtex saw an opportunity to build a friendly place where women could feel comfortable conversing about what’s underneath their shirts.

Playtex created a sponsored channel on partner site YouTube that featured unique branded video content. The idea behind this dedicated venue was to create a place where women viewers could comment on video and channel content made just for them.

Year-to-year sales of Playtex’s featured 18-hour bra were up 10%, and year-over-year sales of the total Playtex brand were up 4%. The eight YouTube videos generated 4.65MM views over five months, 4.1MM of which were generated through our YouTube homepage roadblock (average roadblock views is 300-500M).

The site, meant to be a friend and confidante to women, was intended to help spur dialogue on bra fit, in turn energizing and inspiring confidence in Playtex’s core consumers. The channel included videos of women talking about their breasts in a celebratory manner and provided viewers with the chance to share their comments on the video posts. Woman could also comment on the channel overall, thus creating a dialogue where one didn’t previously exist. We promoted the brand channel through a YouTube homepage takeover at launch, followed by targeted media on YouTube throughout the campaign.

While nearly every woman in the U.S. wears (or has worn) a bra, many are ill-fitting. Unfortunately, they either feel they can’t or shouldn’t discuss this issue with even their closest friends, much less total strangers, and so the problem goes uncorrected. Playtex needed to create a place where women felt comfortable having a meaningful dialogue about their bodies and bras.