Jockey’s inspirational brand campaign, “Show ‘Em What’s Underneath,” features everyday heroes who not only embody the spirit and values of the brand, but who symbolize and celebrate the spirit of individuality, in a series of raw and personal videos and portraits showing “what’s underneath.” Rogers & Cowan was challenged to garner national exposure, most importantly a national broadcast opportunity, for the powerful story of war orphan turned prima ballerina Michaela DePrince as part of that campaign.
Rogers & Cowan built a multi-pronged strategy to generate the right blend of coverage while maximizing the two days we had with Michaela in New York. This included, leveraging Michaela to evangelize the brand ethos, fostering an emotional connection with Jockey through her unbelievable story; devising a clever approach to present a hero/media experience to engage media/influencers; and creating different story angles around Michaela, placed with relevant media to further amplify her story and participation in Jockey’s campaign.
To achieve the results, Rogers & Cowan approached the launch with extensive broadcast outreach and research. We uncovered a unique broadcast opportunity – an in-depth feature was built with NBC News for a segment to air on “Sunday Night with Megyn Kelly,” an outlet that was enthusiastic to bring her story to mass audiences. We offered editors a once-in-a-lifetime experience – the opportunity to not only meet Michaela, but learn a ballet routine from the world-class ballerina. We pitched a wide net of relevant media including: consumer, news, African-American, women’s interest, fashion and niche and utilized remaining time in her schedule to secure high impact, in-studio broadcast and sit down print/online opportunities.
The multi-pronged launch of Michaela’s campaign was hugely successful, with a wave of continued coverage and 140 million overwhelmingly positive media impressions.