Stanfield's Promo THE GUY AT HOME IN HIS UNDERWEAR by John St

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Promo & PR
Market Canada
Agency John St
Creative Director Angus Tucker, Pietro Gagliano, Stephen Jurisic
Producer Cj Hervey
Released October 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: STANFIELD'S
Product/Service: UNDERWEAR
Agency: JOHN ST
Date of First Appearance: Oct 1 2010
Entrant Company: JOHN ST, Toronto, CANADA
Entry URL:
Creative Director: Angus Tucker (John St.)
Creative Director: Stephen Jurisic (John St.)
Associate Creative Director/Writer: Chris Hirsch (John St.)
Associate Creative Director/Art Director: Nellie Kim (John St.)
Digital Producer: Mavis Huntley (John St.)
Account Service: Niki Bartl (John St.)
Account Service: Joelle Woodruff (John St.)
Executive Producer: James Milward (Secret Location)
Producer: CJ Hervey (Secret Location)
Creative Director: Pietro Gagliano (Secret Location)
Project Manager: Noora Abu Eitah (Secret Location)
Technical Lead: Ryan Andal (Secret Location)
Executive Producer: Jacinte Faria (Hard Citizen)
Executive Producer: Eva Preger (Hard Citizen)
Executive Producer: Link York (Hard Citizen)
Media placement: Social Media - Facebook - October 1st, 2010
Media placement: Social Media - Twitter - October 1st, 2010
Media placement: Social Media - Website - October 1st, 2010

Describe the objective of the promotion.
Stanfield’s Ltd. is a small, 150 year-old underwear company that was well known among the older generation. But when it came to younger consumers, they weren’t even in the conversation. In fact, pre-campaign Radian6 tracking showed “0” mentions of the brand in the on-line space. Our challenge was to get a younger generation talking about Stanfield’s again, and do so in a way that was in line with their “We Support Men” strategy.

Describe how the promotion developed from concept to implementation.
We decided to prove that Stanfield's supported men by launching a social media initiative that actually supported them. Introducing “The Guy At Home In His Underwear”. A live, on-line, 24/7 social media initiative in support of testicular cancer awareness, where testicular cancer survivor Mark, (aka.
The Guy At Home In His Underwear) was tasked with spending 25 straight days at home in nothing but Stanfield’s underwear. Viewers could follow along, watch, chat, participate, and encourage Mark at And for each “Like” he received on Facebook, Stanfield’s would donate $1 to testicular cancer awareness.

Explain why the method of promotion was most relevant to the product or service.
By using Facebook to create a social media initiative for a cause that actually supported young men, we were able to connect with younger consumers where they were spending most of their time. All for a cause that is literally close to Stanfield's underwear and the young men who wear them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The fastest growing branded Facebook page in Canada with over 52,000 "Likes" in just 25 days, as viewers tuned in for more than 3 million minutes, or the equivalent of 6 years of viewing time. The campaign finished with over 1.3 million page views and over 43 million media impressions.