Underdays appoints Gravitas as its exclusive influencer marketing agency
· 1 min read
Underdays, the UK underwear brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency to build a UK and US creator programme and a steady supply of authentic content.
Underdays, the UK underwear brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency.
Why creators
Underdays makes underwear and bralettes from breathable TENCEL™ micro modal, for women who want comfort they can trust. Comfort is something people judge from other people's experience, which makes real-person content more convincing than polished campaign imagery.
The brief
Gravitas will run Underdays creator activity from start to finish: sourcing, briefing, negotiating and managing campaigns. The focus is on building a group of paid UGC creators across the UK and US, with gifting to widen the brand's reach in its second market.
"Underdays is judged on how it feels to wear, and that comes across best from real people. We'll build a group of creators in the UK and US to make that content, with gifting to widen its reach in the US."
James Massey, co-founder of Gravitas
Learn more about how we build creator-led acquisition programmes through our influencer marketing service.