Stanfield’s “Guy at home in his underwear”
The challenge for 150-year-old company Stanfield’s was simple yet daunting: become relevant to a younger generation of men who thought of the brand as “their grandfather’s tighty-whities,” if they thought of them at all.
Stanfield’s brand proposition, “We support men,” resonated well with the male target. And if he didn’t care much about underwear, the agency would find something he did care about: testicles. Specifically, testicular cancer.
“The Guy at Home in his Underwear” was a live-streamed, 24/7 fundraising social media experiment. A testicular cancer survivor, Mark McIntyre, spent 25 straight days at home in nothing but his Stanfield’s skivvies for all to see at GuyAtHome.com. Viewers could communicate with Mark via live chat and participate in fundraising challenges. And for each Facebook “like” received, Stanfield’s donated $1 to the Canadian Cancer Society.
The agency streamed four cameras using LiveStream technology. Viewers could vote in real time on a range of daily challenges for Mark. Weekly donation challenges were integrated into a branded page tied to the Canadian Cancer Society’s back-end donation platform. And one-minute videos recapped each day’s activities.
The results blew away every success measure set for the campaign. There were 52,161 Facebook likes (vs. goal of 25,000), 700,000 website visits, 5,216,100 social media impressions and three million minutes of LiveStream viewing time.
There were also over 45 million media impressions in just one month, and 226 stories (vs. 15-20 goal) ran in outlets including the Globe and Mail, the National Post, Global TV, CBC and Sun Media.
It was dubbed “The best social media stunt the country has seen” by the Globe, and generated $52 million for testicular cancer awareness (vs. $25 million goal) and 52,000+ new Stanfield’s FB fans. It also won the Grand Prix at the AToMiC Awards.
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