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Shapermint’s body positive marketing on Pinterest led to millions of dollars in revenue. 

Dec 09 2020

Shapermint’s body positive marketing on Pinterest led to millions of dollars in revenue. Direct-to-consumer startup Shapermint has been trying to change the reputation for shapewear through their marketing. They teamed up with Pinterest, a social platform known for having a longstanding policy “against weight loss and body shaming,” for their latest campaign, which features women of all body types wearing shapewear “in real life situations.” The inclusive move has more than paid off: It drove $3 million in incremental revenue, improved Shapermint’s cost of acquisition by 17%, and led to more than 75K conversions. YPulse’s research shows that 73% of young females feel more positively about a brand that features models with a range of body types in an ad. (Campaign Live)