London-based creative social media agency Our Own Brand (OOB) has partnered with inclusive lingerie brand Knickerbox Collective to launch a standout campaign that puts authentic stories, body confidence, and female empowerment at the centre of lingerie marketing.
Titled “Life is Better in Knickerbox”, the social-first campaign challenges traditional narratives in the intimate apparel industry, replacing unattainable beauty standards with honest, unfiltered conversations led by real women. Built on storytelling rather than staged perfection, the campaign gives a platform to diverse voices, showcasing genuine experiences around body image, womanhood, and confidence.
“The goal wasn’t to simply sell lingerie, but to create a space where real women feel seen, heard and celebrated,” said Sarah Fulford-Williams, Co-Founder of Our Own Brand. “From health challenges to postnatal depression to the realities of motherhood, these are stories that too often go unheard in mainstream media. Our approach with Knickerbox Collective was to build a community rooted in honesty, support and self-celebration.”
Unlike many influencer-led campaigns, Life is Better in Knickerbox features actual Knickerbox customers, many with no prior modelling experience. Each participant shared their personal story, bringing to light everyday realities faced by women — from mental health challenges to perimenopause — topics still often considered taboo.
Key Campaign Elements:
Real Customer Casting: Authentic participants telling their own stories.
Narrative-Driven Video Content: Unfiltered conversations highlighting both struggles and triumphs of womanhood.
Relatable Messaging: Empowering captions such as “Because women need an ally – and we’ve got you” and “Life is real, raw, beautiful – and better in Knickerbox!”.
Strong Community Impact: An organic growth strategy built on connection, not gimmicks.
Beyond metrics, the campaign sparked an outpouring of engagement from women relating to the stories shared, building a highly loyal and engaged online community.
This social-first collaboration reflects OOB’s core strength: blending cultural relevance, storytelling, and scroll-stopping content to deliver commercial growth while building long-term brand advocacy. The agency continues to partner with Knickerbox Collective on future phases, including the recently launched Own Your Cycle sub-campaign, which focuses on normalising conversations around menstruation, body changes, and self-care.
You can learn more about this campaign here.
Industry Recognition
In recognition of its meaningful impact and authentic approach, “Life is Better in Knickerbox” has been shortlisted for “Best Audience Engagement Campaign” at the prestigious UK Social Media Awards 2025. The nomination underscores the campaign’s ability to foster true emotional connection while redefining norms in social-first brand storytelling.
About Our Own Brand
Our Own Brand (OOB) is a London-based creative social media marketing agency specialising in brand campaigns, content strategy, and social-first storytelling. Partnering with global and challenger brands, OOB builds culturally relevant, visually rich narratives that drive business growth while inspiring real emotional connection across social and digital platforms.
About Knickerbox Collective
Knickerbox Collective (founded by Ann Summers) is an inclusive lingerie and intimate wellness brand dedicated to self-love, comfort, and empowerment. Designed for all identities and body types, Knickerbox offers stylish, supportive lingerie that celebrates real women’s stories — not stereotypes.
Media Contact
Company Name: Our Own Brand
Contact Person: Sarah Fulford-Williams
Email: Send Email
Country: United Kingdom
Website: https://ourownbrand.co