Date post: | 23-Jan-2018 |
Category: |
Marketing |
Upload: | we-are-social |
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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