VICTORIA’S SECRET PINK

VS PINK x We the Urban
for Black History Month

THE CHALLENGE

How do you connect a historically controversial brand that’s not known to be diverse with an inclusive, Gen-Z audience to create authentic and meaningful change?

THE SOLUTION

Instead of creating a campaign around underwear and pajamas, our message, “Use Your Power to Empower” ignited self-love, inclusivity and transformation. With his reputation for inspiring multi-generational masses, Willie Green of We The Urban spearheaded the group of activists in this online and in-store campaign. He notably featured Gia Love, the very first Trans icon for any Victoria’s Secret campaign.

WTU x VS PINK Tee Shirt

We created this gender-free, one-size, Tee available online and in stores. The front featured the Black Power Fist, redrawn with a femme finger nail, connecting the design with the PINK audience and the back of the Tee featured empowering messages from the voice of We The Urban.

Social Media Content

These images were posted throughout the month on VS PINK and Willie’s social channels, creating a reach of 13M and and resulting in over 120K likes.

Delivering the Goods

We delivered swag boxes to some of our favorite influencers across the internet and college campuses that included the shirt and goodies from black-owned businesses.

PINK e-Com Takeover

The brand featured the initiative on their home page for the month of February and gave you the chance to buy our limited edition Tee.

Empowering VS PINK in Stores

The campaign reached across all 750 VS PINK retail stores in the United States, truly using their retail-giant power to empower.

We The Urban’s Cause

Last but not least, $50k was donated to Black and Pink National, an org that enfranchises LGBTQIA2S+ people living with HIV and Aids who are affected by the prison industrial complex in the US. All this bringing true visibility to a brand committed to change.