FRUIT OF THE LOOM BACK TO SCHOOL
Between premature advertising and a daunting to-do list, back to school is an extremely stressful time for moms. We wanted to help them out by not only offering our bonus underwear packs, but also by reducing said stress. So, we rewarded moms with an extra bonus on top of our existing bonus packs. Bonuses like a clean house or free meals for a week. These extra services helped reduce the stress of the back to school season.
AGENCY CP+B
CW Will Stiefel
CINEMAGIFS
These short cinemagifs epitomized what bonus services you could receive in a pack, literally.
SOCIAL
We created eye-catching social videos of bonus services trapped inside bonus packs.
BOXES
We designed and produced these custom boxes to send to moms.
GIFT CARDS
We attached gift cards to our custom double sided inserts inside the box.
WEBSITE
The rules for how to enter our larger contest were housed on this landing page.
INFLUENCERS
We partnered with What’s Up Moms to create “Mommy Wars”, where two moms battle over back-to-school preparations. The real winner is the mom who bought bonus packs of underwear.
HOMEPAGE TAKEOVER
We reskinned popular mom-advice websites to lead to the contest.
BTS CONTEST ENTRIES
Moms entered the contest by posting what stressed them out during the back to school season, tagging @FruitOfTheLoom and using #BonusBonusContest. They needed to include an actual bonus pack of underwear in the post to qualify.
