Fresh Gigs
Fruit of the Loom
Issue 29 | December 2013
Agency
CP&B Boulder
Creative Team
Worldwide Chief Creative Officer Rob Reilly Executive Creative Director Tony Calcao Creative Directors Matt Fischvogt Dave Cook Copywriter Moon Yang Art Director Lillian Sevilla
Production Team
Interactive Executive Producer Scott Potter Interactive Producer Dan Corken
Other Credits
VP/Group Account Director Danielle Whalen Account Director Joselyn Bickford Account Supervisor Jessica Francis Account Manager Lucas Potter Executive Business Affairs Manager Amy Jacobsen Cognitive Anthropologist Teresa Harris Carolina Tristao Allie Cole
Date
October 2013
Background
Fruit of the Loom was committed to making underwear that fitted perfectly. They wanted a campaign to support their microfiber women's panties and men's boxer shorts.
Idea
Fruit of the Loom® launched a national brand campaign titled “Start Happy”. At its heart was the simple but universal truth that the underwear you put on
in the morning has the power to set the tone for the wearer’s entire day.
The integrated campaign used TV advertising voiced by comedian Jay Mohr, radio and digital advertising driving traffic to www.fruit.com.
The campaign also used mail as part of a national sampling campaign. In association with LinkedIn, the Fresh Gigs programme identified thousands of people starting a new job in the month of the campaign launch and invited them to take up the offer of free underwear and to share the stories of their fresh start in their new jobs.
Results
So far, across the board, they are seeing double the benchmarks for LinkedIn InMail campaigns. The “total open” and “total post-open” click percentages are at over double LinkedIn’s average and the conversion rate is almost
three times LinkedIn’s benchmark.
And they’ve had more than 126,000,000 earned impressions.
Our Thoughts
Mail is often overlooked as a component part of brand campaigns but here is Crispin Porter + Bogusky, one of the world’s creative powerhouse agencies, showing how it can be of real value.
Mail can get the product into the hands of influencers. Sometimes your influencers may be journalists, bloggers or even celebs. But here the influencers are ordinary people starting new jobs and who can share their experiences not just on Linked in but elsewhere across social media.
The mail-outs of a couple of thousand of pairs of free knickers probably ended up being talked about by millions.
And many of their stories will last for months, even years, long after the TV spots have been forgotten.