Life Is Better in Knickerbox: How We Turned a  Campaign into a Cultural Conversation

OOB is a social-first creative agency powering global brands with strategy, content and culture. We’re independent, plugged-in and built for what’s next, creating trends, turning heads and delivering scroll-stopping work that actually moves the needle.

We believe the most powerful work comes from truth, not tropes. When the Knickerbox team approached us to evolve their brand through social, we saw an opportunity to genuinely redefine what lingerie marketing could look and feel like.

Enter Life is Better in Knickerbox. A raw, joyful, gloriously unfiltered celebration of womanhood, exactly as it is. No scripts. No stereotypes. Just real women from the Knickerbox community owning their power, their experiences, and their stories. We’re excited that this campaign has been shortlisted in the Best Audience Engagement category for this year’s UK Social Media Awards.

Building a Brand Women Could Relate To

Rather than be just another lingerie brand, Knickerbox wanted to stand for something. Through community-led storytelling, bold creative, and a lot of heart, we helped them do just that.

In 2025, audiences are over filtered bodies and one note stories – they want realness.

So that’s exactly what we gave them.

Our goal was to build something more human; a brand that didn’t just look good but felt good. Together, we worked to rewire the way lingerie is marketed – ditching the glossy perfection in favour of something more powerful: truth.

We built a campaign around everyday women. Not models. Not influencers. Just real people from the Knickerbox community, with raw, moving stories to tell.

The Creative Strategy: Built for Feeds, Designed to Feel

We launched the campaign across Instagram and TikTok, with three core pillars leading the charge:

• Unfiltered Storytelling
  We captured honest, emotional conversations in a one day shoot covering everything from mental health and motherhood to body image, female health, and surviving domestic abuse. Nothing was off limits, and everything was handled with care.
  
• Community at the Core
  Every single woman featured was a real Knickerbox customer. Some had never been in front of a camera, but they all brought their full selves – and we made sure every story was honoured properly.
  
• Human-First Copy
  We wrote like we talk, like a close friend who gets it. Empowering, encouraging, uplifting; never performative or patronising.

The Results: Emotion + Impact + Serious Engagement

The numbers speak for themselves:

• 166,577 impressions from an account with under 10K followers
• 5.8% engagement rate (Instagram)
• 8.19% engagement rate (TikTok)
• Over 100 shares, 232 saves, and DMs from women who really saw themselves in the work

But here’s what hit hardest:

Knickerbox leadership backed the shift 100%, adopting a new rallying cry born straight from the campaign: “Women need an ally.”

The ripple effect was the launch of In Her Corner, a new monthly series platforming real women, real stories, and real community.

What the Nomination Means to Us

It’s more than an award nod. It’s proof that when you ditch the polish and embrace the power of authenticity, culture responds. And we’re just getting started.

We’re incredibly proud of the creative team behind this work, and deeply grateful to the Knickerbox team for their continued trust, bravery and shared vision.

“We’re incredibly proud to be nominated for the ‘Best Audience Engagement’ award for Life is Better in Knickerbox. This recognition isn’t just about us as a Marketing Team, it’s a celebration of the incredible women who make up our Knickerbox Collective. These are real, diverse, and powerful women who inspire everything we do, and it’s their confidence, voices, and stories that truly deserve the spotlight.”

Alexandra Hastie, Group Brand Communications Manager (Knickerbox / Ann Summers)

Knickerbox: https://www.knickerbox.com / https://www.instagram.com/knickerboxcollective

Our Own Brand – https://ourownbrand.co /

Instagram: https://www.instagram.com/ourownbrandagency/

LinkedIn: https://www.linkedin.com/company/our-own-brand

Case Study / More Info Link: https://ourownbrand.co/project/life-is-better-in-knickerbox