A new audience for an established brand.
Bare Necessities is the second largest retailer of bras and intimates in the world. The brand enjoys a dedicated and loyal customer, but aimed to find a new (and particularly younger) buyer. To achieve this, Bare Necessities engaged Cancel Communications to lead a year-long influencer campaign and launch a new private label collection made for Gen Z women and femmes.
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Influencer Campaigns
Bare set influencer marketing as a primary channel for reaching a younger audience. They engaged Cancel Communications to lead a brand awareness and engagement-driven initiative that prioritized private label products and stressed style and versatility.
Despite budget obstacles, we dwarfed typical CPM values and led content that earned over 15 million impressions at a CPI of less than $0.10.
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Launch Event & Execution
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Media Strategy and Press
We oversaw Instagram’s far-reaching Met Gala press strategy to publicize the company’s sponsorship and activations, produce media-worthy event coverage that broke through the national conversations, place exclusive opportunities with key media partners, and oversee onsite photography and press logistics.
Creator storytelling
Instagram’s sponsorship of the Met Gala represented a unique opportunity for fashion creators: Content creators and online fashion personalities—often left out of major fashion events like the Met Gala—figured prominently at Instagram’s 2022 Met Gala events. Cancel Communications worked with Instagram to highlight and support diverse fashion creators at the Met Gala, ensuring they were featured during activations and highlighted in the media.
At large, Cancel Communications’ support for creators across Instagram’s Met Gala sponsorship highlighted the platform’s most important message: Instagram is a place for creators to access opportunity and pursue their passions.
Launching a new private label
in style.
In September 2023, Bare Necessities launched Camio Mio, the brand’s newest private label collection. Through September and October, Cancel Communications led a launch and PR campaign that spanned fashion and style media; top-tier earned content from influencer seeding; and a high-vis nightlife launch event in New York City.
Sabrina Carpenter (LEXIE MORELAND/WWD)
Moses Sumney (Madison McGaw/BFA.com)
Mayor Eric Adams (LEXIE MORELAND/WWD)
Anderson .Paak (Angela Pham/BFA.com)
Creative Collaborations
Cancel Communications collaborated with many of the talent and creative teams on site at IG’s Met Gala activations.
Overseeing media and photography for the event, we worked closely with performers including SZA and Anderson .Paak, as well as their teams, to clear any photography taken at the event and coordinate exclusive editorial opportunities, including a Grazia interview with SZA.
New media for a
In September 2023, Bare Necessities launched Camio Mio, the brand’s newest private label collection. Through September and October, Cancel Communications led a launch and PR campaign that spanned fashion and style media; top-tier earned content from influencer seeding; and a high-vis nightlife launch event in New York City.
Vanity Fair Exclusive
To publicize Instagram’s Met Gala table, Cancel Communications placed an exclusive announcement of IG’s “Class Photo” with Vanity Fair, including a behind-the-scenes Reel and social activation from the day-of shoot.
PAPER Magazine Polaroid Exclusive
Cancel Communications worked with PAPER Magazine on two exclusives celebrating Instagram’s Met Gala sponsorship. The first served as an announcement of IG’s Creator Watch Party, and the second featured exclusive polaroids from photographer Vincenzo Dimino of guests from the Mark Hotel, IG Watch Party, and official IG Met Gala After Party.