Consumer Insight
We wear just 20% of our wardrobe 80% of the time – the rest gathers dust.
Brand Insight
Aday’s elevated basics are the pieces people reach for over and over.
Campaign Concept
A sassy breakup letter to your closet – declaring independence from filler pieces and embracing Aday’s polished, versatile wardrobe staples.
A sassy breakup letter to your closet – declaring independence from filler pieces and embracing Aday’s polished, versatile wardrobe staples.
Creative Execution
Breakup Letter to Your Closet
To all the clothes I've worn before, I think it's over between us.
When we met, I didn't care if we had a future together. I thought you were fun, trendy, and exactly what I wanted.
But I feel like we've grown apart. It's not me, it's you.
You're high maintenance.
Your dry cleaning bill is expensive.
You're always wrinkled when I need you most.
I've found someone else.
I've found Aday.
They travel light, and are wrinkle-free & adventure ready.
They are so comfortable & polished, I want to wear them again tomorrow.
They are so comfortable & polished, I want to wear them again tomorrow.
I don’t know what the future holds, but I know what I’ll be wearing.
Thanks to Aday:
Wearable, always.
Media roll-out:
Full-page ad in The New York Times, podcast spots on The Daily and Spotify, OOH video across Link in NYC, a branded pop-up shop plus active social and email presence.
Engagement element:
Invited customers to submit their own breakup letters via NYT, email, and social. Hand-selected humorous entries became featured organic and paid content.
Results
Revenue increase: +52% lift during the campaign window
Revenue increase: +52% lift during the campaign window
Earned engagement: High participation in letter contest; select user voices amplified through owned channels
Omnichannel impact: Strong brand awareness across premium print, digital audio, OOH and retail touchpoints
Why It Worked
Relatable humor: Taps into wardrobe fatigue with charm and wit
Integrated storytelling: Consistent tone and message across press, podcasts, OOH, pop‑up, social, and email
User-first creativity: Contest entries gave the campaign authenticity and extended reach
