Welcome back again, readers, to our popular segment #MarketSpotlights, an exciting series brought to you by Team BUSFAM, an expert social media marketing agency. In today’s write-up, we will discuss the recent launch of Kusha Kapila’s innerwear brand, UnderNeat.
What do brands mostly engage in before the launch of their products? They typically make a formal announcement, often with a press release or media event, to generate buzz and awareness about the product or service.
However, influencer-turned-entrepreneur Kusha Kapila completely did the opposite and ditched the traditional brand launch strategy with her innerwear product, UnderNeat.
Even before the official announcement, UnderNeat has over 123K followers with just 8 videos. But how did this happen? What’s the reason behind such a huge organic engagement?
In this write-up, we will look into the smart marketing strategy of Kusha Kapila’s innerwear brand UnderNeat, which is breaking the Internet.
While most brands spend millions to promote their products, but still fail to catch the audience's attention, Kusha Kapila’s UnderNeat had the audience hooked from the start without them even knowing that she was talking about her own brand.
Kusha Kapila, already a famous content creator known for her relatability, did not just launch a brand; rather, she identified the pain point that most women go through with their innerwear and created a solution for it.
She started posting humorous and relatable videos about the daily struggles with innerwear and made women aware of the problem. She even hinted at the solution without naming the brand. That’s where the genius marketing strategy is. Instead of pushing the audience to buy her products, she built empathy with the target audience.
Through humour, Kusha initiated a conversation with the audience around the everyday discomfort and frustration that women face with their innerwear for different outfits. This deeply resonated with the consumers. By the time her brand was launched, the audience was not ready to buy; instead waiting to make a purchase.
UnderNeat got the funding from Fireside Ventures and is even backed by Ghazal Alagh, co-founder of Mamaearth, who joined in as the investor.
The company will include a wide collection of undergarments, such as loungewear, bras, and panties, to suit different body types. The brand also intends to market itself as a reasonably priced innerwear company.
Using her social media presence, UnderNeat relied heavily on social media platforms like Instagram, YouTube and Twitter to connect with the audience through interactive sessions and behind-the-scenes (BTS) content. Her marketing gimmick mainly involved:
The launch of Kusha Kapila’s UnderNeat was quite impressive. Instead of promotional content, it was rather authentic and relatable, which the audience could identify with. She did not rely on heavy advertisements, which often overpromote a product. Instead, the launch felt like a conversation and created a sense of trust.
UnderNeat’s launch is a testament to modern brand building, which proves that genuine content that focuses on providing a solution to the audience’s problems can do what big brands often fail to do. It is a lesson for other brands to emphasise creating awareness and generating demand before the launch.