THE STAY-TUCKED DRESS SHIRT

Tommy John

Campaign, Film, Social Media, Digital, Print, OOH

A digital, direct mail & OOH campaign that captures people’s curiosity. Tommy John knows the first thing you put on in the morning can make or break your day. When it comes to dress shirts, many guys see tuck hacks as a suitable substitute and just deal with the discomforts from duct-taping your shirt to your legs to tucking it in your underwear to wearing odd-looking shirt garters that can rip your shirt. Our pitch: "Don't let your dress shirt be your undoing." Our goal: start a conversation that leads to conversion.

TEASER CAMPAIGN

OVERCOME THE UNCOMFORTABLE

CLIENT

Tommy John

TYPE OF CLIENT

Retail, CPG

BRIEF

Turn a successful men's underwear brand into a unisex brand by launching Tommy John's Women’s Line

BUSINESS OBJECTIVE

Establish a new division of business for Tommy John and, in doing so, acquire a new customer base

RESULT

Successfully launched the Women’s Line, with projected inventory selling out in six weeks post-launch, and established a new campaign calendar that seamlessly integrated men's, women's, and couples' collections, setting the stage for continued brand growth and success.

CHALLENGE

Develop a cohesive brand strategy and creative direction for the Women’s Line that maintains Tommy John's signature ballsy humor without being crass or vulgar. This challenge encompassed tone of voice, website user experience, casting, and creative content across multiple channels, all while integrating the new product line into the existing brand identity.

OVERCOME THE UNCOMFORTABLE

Tommy John

Campaign, Social, Print, OOH, E-commerce,

In-Store Signage

Turn a successful men's underwear brand into a unisex brand by launching Tommy John's Women’s Line. BUSINESS OBJECTIVE Establish a new division of business for Tommy John and, in doing so, acquire a new customer base. CHALLENGE Develop a cohesive brand strategy and creative direction for the Women’s Line that maintains Tommy John's signature ballsy humor without being crass or vulgar. This challenge encompassed tone of voice, website user experience, casting, and creative content across multiple channels, all while integrating the new product line into the existing brand identity. RESULT Successfully launched the Women’s Line, with projected inventory selling out in six weeks post-launch, and established a new campaign calendar that seamlessly integrated men's, women's, and couples' collections, setting the stage for continued brand growth and success.

Social Media Approach

Tease “something is coming” using existing women’s reviews animation on Facebook and Instagram
Organic Social Only: Save all posts, wipe Instagram feed, and start with a clean slate as a unisex brand
Direct customers and prospects to BX overlay, allowing them to sign up for early access
Audience: All Customers

VALENTINE'S DAY CAPSULE COLLECTION

Tommy John

Campaign, Digital, Social, Print, E-commerce,

In-Store Signage

For Tommy John’s Valentine’s Day Capsule Collection, the goal was to create an authentic connection with consumers by casting a real couple. We selected David Miller and Gabriela Salvadó, who shared insights on marriage, parenting, and working as models. These interviews were featured on a dedicated landing page alongside shoppable images, enhancing user experience and product visibility. The campaign's success was notable, as even a previously doubted striped men’s underwear item sold out, showcasing the power of thoughtful and engaging creative direction.