CHALLENGE

Pickwick & Weller wanted to expand their customer base and introduce a younger audience. Our tees were designed and made in the America, so they were moderately priced compared to the fast fashion competitors. We wanted to convince the younger consumer that spending a bit more on quality tee will feel, look, and last longer than the competitors.

APPROACH

The campaign was designed around Instagram because it is the most used and visual social media tool that the younger consumers were using. The strategy was a simple three step process—purchase any tee from the website, style and snap a photo of your outfit, and post it on Instagram by using the hashtag provided. Once these steps are completed, they were credited back $15 to their account. This empowered users to express their sense of style because the tees are very flexible for any occasion and it generated buzz and fresh user content.