MeUndies is now transferring its tongue-in-cheek social media sensibility to Facebook Live in an effort to grow its consumer base.
Stephanie Young, director of brand marketing at MeUndies, said a major draw of the platform is that it allows the company to produce video without expensive equipment while simultaneously fostering its humorous brand voice. Its most recent live segment, shared yesterday, is part of a four-part New Year’s series focused on healthy living — it features yoga influencer Miki Ash leading a lesson.
“The luxury MeUndies has is, because we’re a smaller business and can take risks, we can go through the learnings early,” Young said. “We’re able to learn quicker and evolve faster, because we don’t have the internal roadblocks that some of the larger corporations have.”
The brand shared its first Facebook Live video in early November, a dialogue with team members about the brand’s French Terry collection, with the caption “Watch us lose our Facebook Live virginity to French Terry.” In December, the brand looked to boost engagement with a two-hour live tally on what type of underwear Santa wears, asking users to use different Facebook reactions to vote boxers, boxer briefs, thongs or briefs. It garnered more than 1,500 likes.
Allan Gungormez — vp of social media at BPG, a digital agency that works with MeUndies — echoed Young, saying that smaller brands can thrive on a platform like Facebook Live that allows them to have a bit more spunk, and share something like the Santa tally.
“At the end of the day, a lot of brands are really worried about what these risks might be, in not being super polished and prepared,” he said. “There’s a level of authenticity of Facebook Live that shows real personality.”
The yoga video has more than 48,000 views and almost 70 comments, many of which the company engaged with in real time. Young said the strong engagement is, in part, because they’ve found success driving consumers to the video using other social platforms, as well as circulating emails to subscribers notifying them when MeUndies will be going live.
Moving forward, MeUndies has plans for live segments called “Cooking in MeUndies” and “How To Get Dates in MeUndies,” the latter of which will include tips on the rules of texting and social media etiquette in the digital dating realm.
Gregory Fass, a partnerships and influencer marketing lead at MeUndies, said the authentic nature of Facebook Live is particularly aligned with its brand identity, which helps foster an audience.
“What’s interesting as a brand is the ability to speak in the way people speak to their friends — unfiltered, unplanned, unedited,” he said. That’s not a look a lot of brands put out when it comes to live content. We see a lot of brands on Snapchat, a similar live tool, producing content in a way that’s very scripted and studio-done.”
