SOME CONNECT + GILDAN ACTIVEWEAR
Social Media | Facebook + Instagram Community Management
Your dad is awfully smart and tells great jokes, but his choice of underwear is less than fantastic. That was the core message of Gildan's 2017-2018 campaign to millennial men who are just striking out on their own, and they needed someone to post and share feedback from the masses. Enter Razzo.
In partnership with SoMe Connect, Razzo came in and assessed the landscape, connected with the community a la hilarious posts, drove viral community engagement with the best dad jokes available, collected product feedback, resolved global customer service issues, presented the client with opportunities for improvement, and identified what sort of content brings the highest level of intrigue when it comes to underwear, socks, and so on. As a result of our efforts, we were able to reduce the messenger response rate time from 3 days to less than 24 hours, drive information improvements to the Gildan website, and optimize content developed by Gildan's creative agency, OKRP.