We helped Van Heusen raise shift brand perception, by partnering with charity Career Gear and asking consumers: Who do you #GiveaShirt about?

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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

5. 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

8. We leveraged digital media, social influencers,
print ads, PR, and even the New York Giants
to drive awareness

9. We got our partners and influencers involved
with press appearances, social activations,
and public support

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

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

12. People from across the country flooded
Van Heusen’s social channels,
wanting to be more involved in #GiveaShirt

13. So, to show their support,
we prompted social media users
to tag someone using #GiveAShirt

14. 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
50,00012,000

17. Showing how social thinking can deliver
commercial and social value