“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.“

– Alexandra Hastie, Group Brand Communications Manager (Knickerbox / Ann Summers)

The Results

The Impact

166,577 impressions 112,277 video views 119,701 total views 198 comments 2,651 likes 100 shares 232 saves 8.19% engagement rate on Tiktok 5.8% engagement rate on Instagram

This campaign has been shortlisted for “Best Audience Engagement Campaign” award in the UK Social Media Awards 2025, and featured in Business Insider , Benzinga and Marketers Media

The Outcome

The impact went far beyond engagement metrics

Knickerbox’s leadership embraced the shift in brand positioning, with the entire board fully aligned on this new direction.

Brand Evolution – Inspired by the campaign, Knickerbox introduced a new tagline: “Women need an ally.”

Stronger Values Alignment – The brand made a bold decision to remove two of their largest stocked brands that did not align with their new female-led ethos.

Future Momentum With the success of this initial phase, we’re now working closely with Knickerbox on new ideas to keep the momentum going and deepen their impact.

As an extension of Life is Better in Knickerbox, we launched Own Your Cycle — a sub-campaign designed to normalise open conversations about menstruation and body changes. Against a backdrop of ongoing stigma (with only 26% of women feeling comfortable discussing periods at work), Own Your Cycle empowered women to embrace their cycles with confidence. Through educational content on body changes, bra comfort, and self-care, we deepened audience engagement while reinforcing Knickerbox’s body-positive ethos and commitment to creating an open, supportive community.

The Challenge

Knickerbox was ready for a shift. After launching in July 2024, the community began to grow, and within just six months, we identified an opportunity to carve out a niche, not just through BAU social content, but by redefining the brand’s identity. We wanted to go beyond just selling lingerie and create a space where women could come together, support each other, and share their stories.

The goal? To reposition Knickerbox as a brand for women

One that acknowledges the realities of womanhood and starts conversations around the issues that matter. Life is Better in Knickerbox was born out of this vision, aiming to celebrate women and their everyday lives while redefining Knickerbox’s role in their world.

From the Client

– Alexandra Hastie, Group Brand Communications Manager (Knickerbox / Ann Summers)

What’s Next

As Life is Better in Knickerbox continues to unfold, we’re excited to see how the campaign shapes the brand’s future and strengthens its connection with women everywhere.