LONDON, UK – June 11, 2025 – Social media marketing agency Our Own Brand, known for its trendsetting campaigns and culturally resonant storytelling, has unveiled a new campaign for Knickerbox Collective, the inclusive lingerie brand redefining body confidence.
The campaign, “Life is Better in Knickerbox”, is shaking up the lingerie industry for its unapologetic stance and authentic celebration of womanhood. At the heart of the campaign is an important mission: to give confidence and voice back to women, to celebrate them as they are, not to tell them how they should be.
As a leading agency in social media marketing, brand storytelling, and digital content creation, Our Own Brand is committed to helping consumer brands connect with audiences in ways that are visually impactful and culturally resonant. This project exemplifies their core value proposition: delivering standout campaigns that go beyond business as usual; fusing commerce, community, and culture, and placing cultural conversation front and centre.
Introducing: Life is Better in ✨ Knickerbox ✨
Knickerbox was ready to go beyond simply selling lingerie.
Women are searching for inclusive representation, but they aren’t finding it on social media. Most lingerie brands only show one shape, size, age, or story, and many universal experiences of womanhood – from common female health topics to the realities of motherhood – are still treated as taboo. It’s no surprise that body confidence remains a daily battle for many women.
“Life is Better in Knickerbox” was born out of the vision to reverse that narrative. The message is clear: feeling good is for everyone, not just for one body type. To bring that vision to life, the brand needed to invite real women into the conversation.
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Strategic Approach:
The strategy for the campaign, which launched on Instagram and TikTok, centred heavily on creating a genuine and accepting space, felt by those involved, where they were listened to, empowered to lead the narrative, and made to feel beautiful in lingerie.
Some key focus points for achieving this were:
1. Using “Real” Women/Customers:
The campaign hit the ground running by inviting real Knickerbox customers to take part and share their personal story with life, body image, and womanhood. Selected for their incredible stories and diverse backgrounds, some without any modelling experience at all, these women helped create a genuinely accepting space, which allowed their confidence to shine.
2. Narrative-Driven Creative:
As part of the campaign’s mission to focus on real women and their lives, each of the women were given the opportunity to record their story. The result was a truly inspiring discussion – from breast cancer, postnatal depression, and perimenopause, to discussions about the mental load – topics real to women were openly shared. Documenting not only the highs, but also the lows, of womanhood, prompted an overwhelming response online, from other women with similar stories.
3. Impactful Messaging:
With captions and taglines that feel real, Our Own Brand helped to position Knickerbox as a friend to all women – the kind who is always there when you need building up, and who never drags you down:
- “Because women need an ally – and we’ve got you 💕”
- “To the one who juggles, hustles, loves, and keeps going, no matter what…”
- “Life is real, raw, beautiful – and better in Knickerbox ✨”
Read more about this campaign in our Life is Better With Knickerbox case study
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Results and Impact
Industry Significance
This campaign positions Our Own Brand as a go-to creative partner for e-commerce brands and fashion retailers looking to tap into cultural storytelling, digital-native brand strategy, and multi-platform content production. In a world where authenticity, inclusion, and emotional engagement drive consumer loyalty, “Life is Better in Knickerbox” stands as a blueprint for virality with lasting brand equity.
Hear from the client:
“The Life is Better in Knickerbox (LIBIK) campaign has been an incredible success for Knickerbox.com, exceeding our expectations and highlighting Our Own Brand’s strategic vision and creative expertise. This campaign was born out of casual conversation between ourselves, and was turned into something quite exquisite. LIBIK delivered 166,577 impressions across our social platforms despite having under 10K followers, whilst also achieving an impressive 5.8% engagement rate (IG) and 8.19% engagement rate (Tiktok). These results speak to OOB’s deep understanding of our audience and ability to produce content that not only resonates but also drives meaningful action. From ideation to execution, this was truly the work of social professionals. I would absolutely recommend them for future campaigns and look forward to continuing this successful partnership.”
This campaign has been shortlisted for “Best Audience Engagement Campaign” award in the UK Social Media Awards 2025
Hitting 10K Instagram Followers
Just one month after launch, Knickerbox officially hit 10,000 followers on Instagram – a major achievement for a challenger brand operating in a saturated category – and the number continues to grow. The campaign exceeded key performance indicators and boosted awareness beyond expectations. But the impact goes way beyond engagement metrics.
The success of the campaign lies with the women who made it what it is. The campaign didn’t chase followers with gimmicks or giveaways – it built genuine advocacy from the inside out. The women featured in the campaign weren’t influencers chosen for reach; they were real customers chosen for relevance, voice, and story. That authenticity resonated deeply, and helped to grow a fiercely loyal following, with engagement rate well above industry average.
This one's on us.
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