No nonsense has a legacy of providing legwear for women who want style and quality at affordable prices, successfully doing so for over three decades. However, that legacy had not evolved with the generations of consumers and was looking to target younger consumers by leveraging digital channels where those users are active and speak creatively to their sense of style.
Followeyes! was brought in to help create a digital campaign focusing on a key factor of what younger women wanted from leggings and tights: color options. This included conceptual direction, art direction and creation of all digital campaign content and media assets for the upcoming year.
Thanks, Followeyes!. When I'm looking at No nonsense, I'm looking at a girl who says, 'Look, I don't have time for the extra glam, but I want to look good, and I want to feel good, and I don't want to spend a whole lot of money just trying to be me.
Finding a New Fit: With a reputation as the makers of “Betty White’s tights,” the brand wanted to overcome those dated perceptions and refresh the brand’s value proposition to a younger audience. This would entail designing a look and feel that resonated with younger consumers and could seamlessly exist on the platforms and channels that matter to them.
Boxing Out the Competition: Our design strategy was guided by a formal and conceptual focus on accentuating the variety of styles women can achieve through a simple combination of color and their existing wardrobe. To accommodate the variable sizing required, photography would be staged with models moving within enlarged boxes that correlated with the aspect ratios of small digital display ads. This ensured the talent would maximize the spaced allowed and interact with the edges of the frame, creating efficiencies in post-production and a more engaging ad.
Colossal Color: By progressively changing the pose and outfit of a single model over time with stop-motion, we were able to tell a story of “big style” and “color variety” in a way that was short—only a few seconds—and visually engaging with the use of motion. With animation and an interactive color selector, we also let women see how the product could transform their outfits.
Stronger Impressions: This new design extended No nonsense’s brand with a simple and clean layout that could remain consistent across 35 different aspect ratios and more than 90 different digital ad units. The new campaign reached younger women online where they love to find fashion ideas and products, driving a valuable demographic to the brand’s website.