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ClickZ Underwear Newsletter | Swipe Right on ROI for Valentine’s Day Marketing That Converts

Plus, Khalid’s Boss campaign is a game-changer for underwear branding

Author

Sophie Bruxner-Randall
February 13, 2025 • Estimated Reading Time: 7 minutes

Welcome to ClickZ Underwear, your essential newsletter for underwear eCommerce professionals.

BODY POSITIVITY MARKETING

Valerie Bertinelli’s bold underwear selfie sparked widespread conversation around body positivity and self-acceptance, proving the power of authentic engagement in intimate apparel marketing. Her candid approach underscores how transparency, vulnerability, and real storytelling can drive stronger consumer trust and deeper community connections. For performance marketers, this highlights the growing demand for inclusive, unfiltered brand narratives that resonate with diverse audiences and strengthen loyalty in the intimate wear space.

APPAREL MARKETING

Khalid, known for his strong digital presence, partnered with Boss for an impactful underwear campaign embracing authenticity. This collaboration illustrates innovative digital marketing strategies by blending personal narratives with brand outreach. Analyzing his authentic engagement post-public outing provides crucial insights into leveraging inclusivity and community connection in intimate apparel eCommerce growth.

WOMEN'S FASHION

With 60+ years of expertise, Colombian brand Leonisa has mastered the intersection of luxury, comfort, and sustainability in lingerie and shapewear. By prioritizing empowerment-driven marketing, high-quality craftsmanship, and eco-conscious production, the brand has built a premium yet approachable identity in the intimate apparel space. Leonisa’s strategy showcases the importance of positioning lingerie as both an everyday essential and a confidence-boosting luxury, appealing to a wide yet loyal consumer base.

LUXURY INTIMATE INNOVATIONS

Bloomers Intimates' Feather Lace Panties exemplify a strategic fusion of comfort, style, and inclusivity, pivotal for digital marketing success in intimate apparel. The use of ultra-light breathable fabrics and versatile designs addresses growing consumer preferences, emphasizing the need for innovative marketing strategies that leverage fashion innovation to promote community engagement and D2C growth in the U.S. market.

BRAND COLLABORATION

Fenty’s appointment of GloRilla as its first 2025 brand ambassador marks a bold shift in its D2C strategy, leveraging cultural influence, cross-category synergy, and digital-first marketing. Her authentic persona and strong audience engagement position her as a powerful driver of inclusivity and brand loyalty, signaling new opportunities for influencer-led campaigns, audience segmentation, and social commerce innovation in intimate apparel eCommerce. For performance marketers, this move underscores the growing impact of authenticity, representation, and digital storytelling in shaping consumer-driven brand growth.

Influencer Corner 📣

James Gray on LinkedIn: Content is both a superpower and a stressor.

For most brands, Content is both a superpower and a stressor. It fuels brand awareness, customer engagement, and revenue growth, but managing it at scale? That’s another story entirely! 🤯 (...one which Ian MacArthur and I went into in more detail in the full article on the Remarkable website)...

Between siloed teams, duplicated efforts, and the ever-growing pressure to be faster, smarter, and more engaging, many organisations find themselves drowning in content chaos. And with AI now in the mix, the challenge isn’t just about keeping up, it’s about balancing automation with authenticity.

Optimization Hub ⚙️

MARKETING CAMPAIGNS

Valentine’s Day marketing isn’t what it used to be. This year, brands ditched clichés and delivered campaigns that sparked conversations—some through cultural influence, others by flipping the holiday on its head.

From SKIMS tapping into the power of fandoms to LEGO redefining Valentine’s gifting, and even brands like Publix celebrating love beyond romance, these campaigns prove that standing out requires more than heart-shaped products.

ClickZ breaks down the smartest Valentine’s Day strategies, including the rise of Anti-Valentine’s campaigns and last-minute marketing tactics that still drive results. Which brands nailed it? Let’s dive in.

MARKETING EXCELLENCE

In analyzing Super Bowl LIX advertisements, DAIVID identified a decline in their effectiveness, marking the lowest Creative Effectiveness Score since 2020. Interestingly, the NFL's "Somebody - It Takes All of Us" achieved unparalleled emotional engagement and attention, diverging from the humor-focused spots, thereby offering a strategic lesson for digital marketers seeking authentic audience connections.

VALENTINE ECOMMERCE INSIGHTS

Snapchat's Valentine's Day insights reveal key strategies: capitalize on early shopping trends and higher spending patterns among Snapchatters. Social influence shapes purchasing, and integrating AR experiences enhances customer loyalty. Though insights come late, they offer strategic potential for crafting inclusive, community-focused campaigns, driving eCommerce growth and fostering deeper consumer connections in the intimate apparel sector.

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ClickZ is a Contentive publication in the DTC eCommerce division