Page 16 - Hanes x Wolfpack

INSTAGRAM | MOBILE YOUTUBE | MOBILE/

YSGs and BS Detectors 43 23.5 MM 19% DESKTOP

use this platform for self- We will use this channel to reach millennials
expression and authentic GRP impressions reach and Gen Z where they are actively engaged
connections, as they are more and consuming content. As 62% of our

likely to positively respond to target uses YouTube more than once a day,
sponsored ads that encourage providing contextual moments to interact

brand advocacy, not just with our message will deliver high reach and
selling a product. 45% of Gen awareness. Served on a CPM basis, we will
Z use Instagram for brand leverage content specific :15 second non-

discovery, advocacy and skippable video ads to both desktop and
inspiration. With a heavier mobile devices.

focus on reaching our Gen Measurements of Success: Click/
Z targets, we will leverage Engagement Performance, Unique Viewers
single-image Instagram feed (Cookies), CPV

ad placements on mobile Awareness,
devices. 63 34.5 MM 32.3%

Measurements of Success: GRP impressions reach Consideration
Reach, Traffic, Brand
Awareness and Lead VOICE We will further elevate our message through partnerships with genuine

GOES VIRAL celebrities and influencers who’s values align with Hanes’ message. We will use
authentic and relatable influencers/celebrities to take a stand against unrealistic
Advocacy, and exclusive expectations of the underwear industry through generating their own, personal

Affinity, variations of #ourhanes creative. Their influential reach will spearhead a social initiative that invites and

Consideration encourages YSGs and BS Detectors to join the conversation through sharing and reposting their own
#ourhanes content. This initiative will generate brand advocacy and change Hanes’ perception - in

the eyes of our target - from an outdated and out-of-touch brand into an authentic and purpose-driven
13 brand that strives to drive behavioral and social change change in its category. 14