Joining Forces: Retail Media Enhances Brand Association

Hanes partnered with Roundel and Nielsen to build brand affinity among new buyers, like gift-givers and Gen Z. They ran a 12-week multichannel branded content campaign, reaching audiences on social, search, and retail channels. The campaign generated 67 million impressions and achieved an overall ROAS of $8+. Nielsen's survey confirmed that the ad creative positively impacted brand perception, with around 60% of exposed respondents considering purchasing Hanes. Creative versions focusing on education and ease of purchase performed the best. With Roundel's solutions and Nielsen measurement, retail companies like Hanes can attract new customers and optimize future campaigns with deep insights through emerging media channels, including branded content.
*The HANES, TOTAL SUPPORT POUCH and COMFORT FLEX FIT trademarks are owned by HBI Branded Apparel Enterprises, LLC