Case Study

An underwear brand promotes men's cancer awareness with Promoted Accounts

Key results

The opportunity

In 2014, it is estimated that 1,000 men across Canada were diagnosed with testicular cancer, the most common cancer in men aged 15 to 29. Canadian underwear brand Stanfield's () wanted to raise awareness about this issue in a way that would promote its brand and engage younger consumers in two-way conversations. The brand wanted to use Twitter to drive traffic back to its site to increase sales and grow a loyal following.

The strategy

 partnered with Mark McIntyre, a testicular cancer survivor, to create a Twitter campaign that followed him as he streaked across Canada. Each day Mark wore a new pair of briefs to showcase the comfort and durability of the brand’s product. Using Promoted Video, distributed easy-to-view, one-tap video to drive viewership. The company also used the Promoted Trend  to rally the support of users, Promoted Accounts and Promoted Tweets with humorous pictures, and Vine videos to maximize awareness and reach. To encourage engagement, the brand asked users to drop their drawers and Tweet their own streak photos or Vines.

Maximize your campaign’s reach with Twitter Ads.

 used Promoted Accounts to attract and grow its followers, and the  Promoted Trend to spark interest from its target audience, men aged 20 to 34. Using keyword targeting like "streaking," "underwear," "charitable causes," and "adventure," the brand successfully generated interest from a greater audience. With Promoted Video, delivered attention-grabbing content to maximize distribution and social sharing. Using Vines and interactive conversation, the brand created a real-time, personal connection with users who fueled awareness and engagement.

Capture attention with funny or clever content.

Using humor to engage, Stanfield's delivered real-time content to highlight a serious issue among the target audience. The brand built customer loyalty with a fun and inspiring campaign that leveraged experiential events and created a narrative that told the story of cancer survivor Mark McIntyre, who streaked across Canada at a number of high-profile events wearing only his  tighty whities or  branded boxers.

Engage users with a clear call-to-action.

 encouraged consumers to strip down and "run like wild" in a public place to support Mark and raise money for the Canadian Cancer Society . As an incentive, the brand gave Twitter users who raised $50 or more for a free pair of  "gitch" (Canadian slang for underwear). Every time was shared, donated $1 to  up to $25,000. The brand also invited followers to visit stanfields.com and dare Mark to streak at new locations.

The success

By creating real-time, witty content that connected the brand to a cause, created a significant amount of positive sentiment and conversation. Using unique content, saw a 374% increase in traffic to stanfields.com. Promoted Tweets created buzz among targeted users that sparked an increase of 405% in new users on the website and more than 52 million impressions. Through its support of , the brand reinforced its corporate social responsibility and raised $25,000 for the cause.

The team

Toronto-based ad agency John St. () provides strategic planning, advertising, social, digital, design, and experiential advertising across a broad range of industries. The brand also partnered with PR firm Environics () and brand specialists Smak () to organize and execute events.

Editor’s note: The Vine Archive serves as a time capsule of all content posted to vine.co from 2013 to 2017 and the Vine Camera now allows anyone to create short looping videos and post them to Twitter.

The way we were able to engage people in helping business grow was a great success. The campaign showed a really great merging of a creative idea and strategic opportunity with results that benefit the client.

Adam Ferraro (@aderaro), Digital Content Strategist, John St. Advertising

Solutions used

Website traffic & conversions

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Creative canvas

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