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Van Heusen #GiveAShirt

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Van Heusen is America’s #1 selling dress shirt maker

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But to many, the brand is better known for its racy 60’s print ads

than the quality clothing produced today

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So we found a way to reignite consumers’ perception of the brand

By speaking directly to Van Heusen’s audience on the platforms they were using

and asking them…

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#GiveAShirt was created by partnering Van Heusen and Career Gear,

a charity that gives men a second chance

We leveraged digital media, social influencers, print ads, PR, and even the New York Giants

to drive awareness

We got our partners and influencers involved with press appearances, social activations,

and public support

Teaser videos from our influencers were released on YouTube to create buzz

Our influencers hosted a Twitter party resulting in a potential reach of 54.7 million. #GiveAShirt was used 4,823 times in one day

People from across the country flooded Van Heusen’s social channels,

wanting to be more involved in #GiveaShirt

So, to show their support, we prompted social media users

to tag someone using #GiveAShirt

In return, Van Heusen donated a shirt to Career Gear and those who used the hashtag

were entered into a contest to receive a shirt themselves

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The campaign was a HUGE success

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Hashtag mentions in just over a month

New fans & followers on Facebook, Twitter,

and Instagram

50,000 12,000

Showing how social thinking can deliver commercial and social value