Consumer Insight
Most women are stuck in a love-hate relationship with jeans. They crave the polish and versatility but loathe the discomfort. After years of WFH stretchwear, the return to rigid denim felt like a step backward.
Most women are stuck in a love-hate relationship with jeans. They crave the polish and versatility but loathe the discomfort. After years of WFH stretchwear, the return to rigid denim felt like a step backward.
Brand Insight
Aday’s design philosophy is rooted in stretch, structure, and sustainability—offering elevated essentials that work harder than traditional staples. The Turn It Up Pants were engineered to outclass jeans on every front: style, comfort, and performance.
Aday’s design philosophy is rooted in stretch, structure, and sustainability—offering elevated essentials that work harder than traditional staples. The Turn It Up Pants were engineered to outclass jeans on every front: style, comfort, and performance.
Campaign Concept: Never Wear Jeans Again
Why wear jeans when you could wear something better? We launched the "Never Wear Jeans Again" campaign to position the Turn It Up Pants as the stylish, comfortable, and confidence-boosting alternative modern women didn’t know they were missing.
Why wear jeans when you could wear something better? We launched the "Never Wear Jeans Again" campaign to position the Turn It Up Pants as the stylish, comfortable, and confidence-boosting alternative modern women didn’t know they were missing.
Creative Execution:
We kicked off with high-impact print and digital placements in CNN, The Washington Post, The New York Times, and The Boston Globe, sparking curiosity with bold, contrarian headlines and clean visuals. Our media strategy prioritized credibility and reach, combining trusted editorial environments with broad-scale storytelling.
We kicked off with high-impact print and digital placements in CNN, The Washington Post, The New York Times, and The Boston Globe, sparking curiosity with bold, contrarian headlines and clean visuals. Our media strategy prioritized credibility and reach, combining trusted editorial environments with broad-scale storytelling.
We then amplified the message across social media, optimizing for ROAS and layering in testimonials and UGC to deepen social proof.
Unintentionally, a Travel + Leisure editor saw the campaign and requested a pair. She published a glowing editorial, organically validating our core message. We quickly capitalized on the momentum, turning the article into its own full-funnel asset across paid and owned channels.
Finally, we extended the campaign into TV, adapting the core concept for a new, incremental audience and proving its elasticity beyond digital.
Results & Why It Worked
The campaign delivered a 4–7x ROI within 7 days, both in print and digital.
The campaign delivered a 4–7x ROI within 7 days, both in print and digital.
Every $1 spent returned $3+ in Turn It Up Pant sales—and customers didn’t stop there: the average order value reached $310, nearly 2x the pant price, proving we were selling a wardrobe, not just a product.
The Travel + Leisure feature generated $500K in sales in one month and fueled over $1M in follow-on revenue through derivative ads.
The success of the concept earned it a TV adaptation, which helped fuel a 30% increase in total business growth.
This wasn’t just a campaign. It was a product launch turned cultural moment—and proof that, with the right hook, pants can outshine denim and spark a movement.
