Fruit of the Loom #PutAShirtOn
Fruit of the Loom was trying to market its Eversoft tee.
As their social media manager, my perspective lead to success.
How do you make a tee shirt stand out and start a conversation? By creating a problem the T-shirt can solve.
As social media manager, I went through dozens of selfie mentions & direct messages daily, most of men without shirts or in just their underwear. Rather than continue to ignore or block them, I found a way to put them to use:
By advocating for their shirtlessness.
Men were sending us selfies hoping to be featured on the Fruit of the Loom accounts.
So we gave them what they asked for!
The T(shirt)
The campaign, along with my direct engagement on social media, gave Fruit of the Loom one of its most successful campaigns to date. Using my unique insight, I was able to give the team the foundation they needed to bring the campaign to life. It proved that every member of the advertising team - creative, media, and more - has the opportunity to impact success.
