Objective

Challenge the perception of men’s innerwear being only about style and reposition XYXX as a brand that prioritizes comfort and everyday functionality.

Strategy

Greenroom developed a creator-led campaign that highlighted comfort in a playful, relatable way. By blending unscripted street-style content with regional creator storytelling, we sparked honest conversations around why comfort matters in daily essentials.

Execution

The campaign was structured into two distinct formats:

1. Vox-Pop Creators (2 Creators)
   
   
   

   • Shot in a street-interview format with creators asking passersby fun and cheeky questions around men’s boxers and comfort
     
     
     

   • Included playful hooks like women stealing their boyfriend’s boxers, calling out how soft and wearable they were
     
     

2. Regional Creators (4 Creators)
   
   
   

   • Created content in local languages that integrated XYXX into everyday routines such as lounging, workouts, and chores
     
     
     

   • Helped build cultural relevance and widened reach beyond metro audiences
     
     

Performance

• Total Views: 1.37 million
  
  
  

• Total Likes: 72,560
  
  
  

• Total Comments: 406
  
  
  

• Organic Story Reshares: Over 20 reposts by other creators and followers
  
  
  

Impact

• Vox-pop videos crossed 1 million views within the first 48 hours, driven by their engaging and authentic storytelling style
  
  
  

• The campaign saw strong organic traction, with content being reshared widely and amplifying brand visibility at no additional cost
  
  
  

• By focusing on comfort through real voices and relatable moments, XYXX was positioned as more than just innerwear. It became a lifestyle choice
  
  
  

Why It Worked

• A sharp creative hook that made the product benefit entertaining and memorable
  
  
  

• A tight creator mix that balanced mass appeal with regional depth
  
  
  

• A story rooted in truth, proving that comfort does matter and people are willing to talk about it
  
  

Content Links:

• Video 1

• Video 2

• Video 3

• Video 4

• Video 5