7 Promotion Ideas For Shapewear & Lingerie Brands

The shapewear and lingerie market is projected to reach $163.6 billion by 2035—but turning browsers into buyers is still a major challenge. For intimate apparel brands, identifying high-intent visitors and converting them with the right promotional strategies can transform browsing traffic into loyal customers and measurable revenue growth.

Key Takeaways

• Influencer partnerships deliver average 7:1 ROI with micro-influencers outperforming celebrity endorsements
• User-generated content campaigns like #MyCalvins generated 873k+ Instagram posts and builds authentic trust
• Email marketing automation returns around $38-42 for every $1 spent through personalized flows
• Body-positive campaigns drive around 32% sales increases by representing the 68% of retail shoppers who are curvy or plus-size
• Loyalty programs increase profits by 25-95% when retention improves just 5%
• Social media challenges generate around 5x more engagement than standard posts
• Brand storytelling campaigns achieved 60K shares in 2 days through emotional connection

1) Influencer Marketing & Micro-Influencer Partnerships

Influencer marketing has become the cornerstone of successful shapewear and lingerie promotion, with brands achieving measurable returns through strategic partnerships. The shift toward micro-influencers—creators with 10k-100k followers—delivers higher engagement rates and more authentic connections than traditional celebrity endorsements.

Why This Works

Micro-influencers create genuine trust with their audiences. SKIMS achieved a 3.3% engagement rate across 7.8k creators, reaching a potential audience of 4.8 billion. The brand's influencer mix includes 50% mid-tier creators averaging 618k followers, balancing reach with authenticity.

Featuring diverse body types and ethnicities in influencer campaigns addresses intimate apparel's unique challenge: shoppers need to see products on bodies that look like theirs before trusting fit and comfort claims.

Real Campaign Example

Natori partnered with micro-influencers for their #MyNatori campaign and achieved a 7:1 return on ad spend, 1.9M + people reached, and 2M video views. SKIMS leveraged creator diversity with Ice Spice's TikTok video driving 18.3M views alone.

How to Implement

• Identify 10-20 micro-influencers in body positivity, fashion, and lifestyle niches
• Send product samples for authentic try-on content without scripted requirements
• Create a branded campaign hashtag to aggregate content
• Track engagement rates, reach, and conversion codes
• Feature diverse body types, skin tones, and ages
• Provide talking points about fit and comfort rather than strict scripts

OpenSend Integration

OpenSend Connect identifies which influencer-driven traffic converts, allowing you to retarget engaged visitors who didn't purchase on first visit.

Tools You'll Need: Instagram, TikTok (with 80.2 billion views on #tiktokfashion), YouTube, visitor identification platfor

Expected ROI: Micro-influencers often deliver higher engagement and strong ROI

2) User-Generated Content (UGC) Campaigns

User-generated content transforms customers into brand ambassadors, creating authentic social proof that drives purchase decisions. For shapewear and lingerie brands addressing fit concerns and body confidence issues, seeing real customers share real results builds irreplaceable trust.

Why This Works

79% of consumers say user-generated content highly impacts their purchasing decisions. When potential customers see products on various body types in real-life settings, fit uncertainty decreases significantly. Email campaigns featuring UGC see around 4x higher click-through rates compared to standard product imagery.

Real Campaign Example

Calvin Klein's #MyCalvins campaign generated 873k+ Instagram posts, becoming one of the most successful UGC initiatives in fashion history. Shapermint used UGC-infused Instagram Stories to achieve a 3.7-point lift in purchase intent and 12.8-point lift in ad recall. Aerie's #AerieREAL campaign featuring unretouched customer photos led to a 32% sales increase.

How to Implement

• Create a memorable branded hashtag campaign
• Incentivize participation with contests or giveaways
• Feature customer photos on product pages
• Request explicit permission to use UGC in paid ads
• Highlight diverse body types in featured content
• Respond to every UGC post to build community

OpenSend Integration

OpenSend Connect identifies anonymous visitors engaging with UGC content, then retargets with personalized emails featuring similar body types.

Tools You'll Need: Instagram, TikTok, product page embedding tools, email marketing platforms

Expected ROI: Address fit transparently by encouraging UGC submissions that mention sizing details

3) Email Marketing Automation & Personalization

Email marketing delivers the highest ROI of any digital channel for shapewear and lingerie brands, with automation enabling personalized customer journeys at scale. Strategic email flows convert browsers into buyers and one-time purchasers into loyal customers.

Why This Works

Email marketing averages around $38-42 return for every $1 spent—an unmatched ROI compared to other channels. Welcome flows achieve around 9.89% average placed order rate, while segmented emails deliver around 3x higher revenue than non-segmented broadcasts.

Real Campaign Examples

Savage X Fenty uses "Rihanna's Faves" founder-led emails to drive engagement. SKIMS deploys back-in-stock trigger emails creating urgency for high-demand items. Knix sends product comparison emails highlighting competitive advantages. Brands mastering email personalization earn around 40% more revenue than competitors.

How to Implement

• Welcome series: Introduce brand story, highlight bestsellers, offer first-purchase incentive
• Abandoned cart recovery: Send 3-email sequence at 1 hour, 24 hours, 72 hours
• Post-purchase cross-sell: Recommend complementary items
• Browse abandonment: Target visitors who viewed products but didn't add to cart
• Back-in-stock alerts: Automatically notify interested shoppers
• Re-engagement campaigns: Win back customers who haven't purchased in 90+ days

OpenSend Integration

OpenSend Connect identifies 25-35% of anonymous visitors, adding them to email automation flows before they leave. OpenSend Reconnect updates customer emails across devices to maintain list health. OpenSend Revive replaces bounced emails with active addresses automatically.

Tools You'll Need: Klaviyo, Mailchimp, or Iterable

Expected ROI: Personalization drives around 40% more revenue using browsing history and demographic data

4) Inclusive Marketing & Body-Positive Campaigns

Inclusive marketing drives proven revenue for shapewear and lingerie brands. As 68% of retail shoppers identify as curvy or plus-size and the average U.S. consumer wears size 16-18, brands that authentically represent diverse bodies capture market share from competitors.

Why This Works

Representation drives trust and purchase intent. SKIMS built a $4 billion valuation by offering 10+ skin tones and sizes XXS-4X. Around 74% of Gen Z consumers expect personalized, inclusive experiences.

Real Campaign Example

Aerie's #AerieREAL campaign featuring unretouched photography achieved a 32% sales increase following launch. Savage X Fenty featured Paralympic athlete Scout Bassett in campaigns, driving massive engagement by showcasing genuine diversity.

How to Implement

• Use unretouched photography eliminating body modifications
• Feature XXS-5X sizes across ALL campaigns
• Represent 10+ shades in nude/neutral launches
• Include models with visible and invisible disabilities
• Show shapewear on bodies across decades
• Feature real customers alongside professional models

OpenSend Integration

OpenSend Personas uses AI-powered segmentation to identify demographic gaps in your customer base and adjust targeting.

Tools You'll Need: Diverse casting agencies, social listening tools, customer surveys

Expected ROI: Consistency matters—embed diversity across every touchpoint, not just one campaign

5) Loyalty Programs & Referral Systems

Loyalty programs transform one-time shapewear buyers into repeat customers, directly impacting the bottom line through increased customer lifetime value. A 5% increase in retention leads to profit increases of 25-95%.

Why This Works

For shapewear with long purchase cycles, creating touchpoints through rewards prevents competitor poaching. Referral mechanics amplify acquisition efficiency—referred customers arrive pre-qualified through trusted recommendations.

Real Campaign Example

ThirdLove built a tiered VIP program based on lifetime spend, recognizing intimate apparel's longer purchase cycles. Savage X Fenty offers perks including free underwear every 5 billings and member-only pricing. Shapewear USA implements $30 referral credit for both parties.

How to Implement

Earning Points:

• $1 spent = 1 point
• Product review = 25 points
• Social media share = 10 points
• Friend referral = 100 points
• Birthday bonus = 50 points

Tier Progression:

• Bronze (0-499 points): Standard benefits
• Silver (500-999 points): Early sale access, free shipping over $75
• Gold (1000+ points): VIP pricing, exclusive launches, free shipping on all orders

OpenSend Integration

OpenSend Personas identifies demographics of your best customers to optimize loyalty tier benefits. OpenSend Connect converts anonymous visitors into loyalty program signups during the first visit.

Tools You'll Need: Smile.io, Yotpo, or LoyaltyLion

Expected ROI: Lifetime-based tiers work better for shapewear's long purchase cycles

6) Social Media Challenges & Interactive Campaigns

Social media challenges create viral engagement opportunities while generating authentic user content. Interactive campaigns encourage participation in ways that feel empowering rather than exposing, addressing the category's inherent privacy sensitivity.

Why This Works

Challenges can generate much higher engagement than standard posts than standard social posts because they transform passive viewers into active participants. When campaigns go viral, the earned media value far exceeds paid advertising costs.

Real Campaign Example

Victoria's Secret created a Snapchat-exclusive "Create Your Own Fantasy Bra" doodle app that drove massive engagement. The campaign included in-store selfie sharing for discounts and user-created designs submitted for contests.

Challenge Types

• Try-On Transformation: Show before/after shapewear confidence transformation
• Styling Challenges: 3 ways to style this bodysuit from work to weekend
• Comfort Test: Wear shapewear all day and share honest review
• Dance/Movement: TikTok-style video showing shapewear flexibility

OpenSend Integration

OpenSend Connect tracks challenge participants visiting your website, retargeting non-purchasers with exclusive discount codes.

Tools You'll Need: TikTok, Instagram Reels, hashtag tracking tools

Expected ROI: Lower the barrier with clear examples and simple participation instructions

7) Storytelling & Brand Narrative Campaigns

Brand storytelling creates emotional differentiation in a crowded intimate apparel market, transforming transactional relationships into lasting brand loyalty. Authentic narratives about founder journeys, customer transformations, and purpose-driven missions resonate deeper than product features alone.

Why This Works

Storytelling-driven campaigns see around 20-30% higher engagement than product-focused promotions because they create emotional investment. Around 53% of luxury shoppers will pay more for brands offering emotional connection.

Real Campaign Example

SKIMS built a $4 billion brand on Kim Kardashian's origin story: dyeing shapewear in her bathtub to match her skin tone when no brands offered inclusive nude shades. Hanes executed a charity campaign donating $50K to Breast Cancer Foundation, achieving 60K shares in 2 days and 500K impressions. Adore Me launched the "We're here to help" breast cancer awareness campaign with educational guides.

How to Implement

Video Content:

• Long-form YouTube documentary (10-15 minutes)
• Instagram/TikTok short-form clips (30-60 seconds)
• Customer testimonial series

Written Content:

• Blog posts detailing brand evolution
• Email sequences with personal founder messages
• Product descriptions with material sourcing stories

OpenSend Integration

OpenSend Reconnect recognizes returning visitors across devices to deliver personalized story content based on their journey stage.

Tools You'll Need: YouTube, Instagram Stories, blog/website, email automation

Expected ROI: Customer stories outperform founder stories for maximum relatability

Why OpenSend Delivers Results for Shapewear & Lingerie Brands

Every promotional strategy in this guide shares one critical requirement: reaching the right people with the right message at the right time. OpenSend solves the fundamental challenge facing intimate apparel brands—the vast majority of website visitors remain anonymous.

The Anonymous Visitor Problem

Most shapewear and lingerie shoppers browse extensively before purchasing. They visit multiple times, compare products, read reviews, and then leave without sharing contact information. OpenSend changes this by identifying 25-35% of anonymous visitors with a 73% USA match rate.

Proven Results From Intimate Apparel Brands

OpenSend's fashion clients achieve exceptional returns:

• Kut from the Kloth: Generated $107,000 in 30 days with 48X ROI
• Felina Lingerie: Captured 45,113 visitors, generating $53,718 with 16X ROI
• Jordan Craig Apparel: 29,268 leads in 14 days with 35% higher click rates
• Melinda Maria Jewelry: 55,211 resolved identities with 23.8X ROI

How OpenSend Amplifies Every Promotion Strategy

For Influencer Campaigns: Track which influencer partnerships drive actual conversions. Identify visitors from influencer links who browse but don't buy, then retarget via email.

For UGC Campaigns: Capture emails from visitors engaging with user-generated content. Add them to targeted email sequences featuring similar body types.

For Email Automation: Automatically replace bounced emails with active addresses, preventing list decay.

For Loyalty Programs: Use AI-powered segmentation to identify highest-value customers based on real purchase data.

For Social Challenges: Track challenge participants who visit your site but don't convert with exclusive discount codes.

For Personalization: Recognize returning visitors across devices creating unified customer profiles.

Seamless Integration

OpenSend integrates in under 5 minutes with Shopify, WooCommerce, BigCommerce, Magento, Klaviyo, Iterable, Braze, Omnisend, Google, Meta, and Pinterest. Setup requires simple pixel installation through copy-paste code or Google Tag Manager.

Privacy-Compliant & Transparent

OpenSend complies with all US laws including CAN-SPAM and CCPA. The platform uses end-to-end encryption and sophisticated security protocols, partnering only with sites whose registered users consent to partner marketing.

Ready to convert more anonymous visitors? Check OpenSend's pricing plans or explore intimate apparel success stories.

Frequently Asked Questions

What are effective ways to promote new shapewear collections?

The most effective approaches combine influencer partnerships, user-generated content, and email automation. Launch new collections through micro-influencer partnerships delivering average 7:1 ROI who create authentic try-on content. Deploy UGC campaigns encouraging customers to share transformation stories. Support with automated email sequences targeting previous purchasers with early access offers.

How can lingerie brands use social media for promotions?

Social media promotions work best through interactive challenges generating around 5x more engagement than standard posts. Create TikTok try-on challenges with branded hashtags, Instagram styling contests, and Stories series featuring customer transformations. Instagram works for polished imagery, TikTok for authentic try-ons leveraging 80.2 billion views on #tiktokfashion, and Pinterest for visual discovery.

What is the best way to run a sale for underwear to maximize profits?

Maximize sale profitability through strategic timing and targeted segmentation. Deploy flash sales with countdown timers, use tiered discounts based on cart value (10% off $50, 20% off $100), and segment your email list sending VIP early access to loyalty members. Email marketing's average $38-42 ROI per $1 makes it the most profitable channel. Use abandoned cart recovery with personalized incentives recovering around 15-30% of lost sales.

How can I re-engage customers who haven't purchased in a while?

Deploy 90-day dormancy triggers sending "We miss you" emails featuring new arrivals in categories they previously browsed. Offer exclusive comeback discounts (15-20% off). Share brand story updates and product innovations. Feature customer testimonials from body types similar to theirs. Segmented emails deliver around 3x higher revenue than generic blasts. For customers who changed emails, OpenSend Revive automatically updates bounced addresses.

What kind of promotions work best for high-end lingerie?

Premium lingerie requires value-focused promotions maintaining brand positioning. Implement tiered loyalty programs offering VIP perks (early access, exclusive colorways, complimentary alterations) rather than percentage discounts. Create bundle offers packaging complementary pieces. Deploy storytelling campaigns highlighting craftsmanship—premium brands benefit from around 20-30% higher engagement with narrative content. Offer services like free fittings as promotional value-adds. Partner with micro-influencers in luxury lifestyle spaces.