{"id":3675,"date":"2022-06-08T16:27:27","date_gmt":"2022-06-08T20:27:27","guid":{"rendered":"https:\/\/leap.staging.ribbitt.com\/leap-agency\/?post_type=work&p=3675"},"modified":"2023-03-20T13:02:04","modified_gmt":"2023-03-20T17:02:04","slug":"fruit-of-the-loom","status":"publish","type":"work","link":"https:\/\/leap.staging.ribbitt.com\/humanx\/work\/fruit-of-the-loom\/","title":{"rendered":"Fruit of the Loom"},"content":{"rendered":"\t\t
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Move to Comfort\u200b<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Fruit of the Loom<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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At the Summer Olympics, Fruit of the Loom launched their rebrand \u2013 moving away from the fruit guys and into a brand that showed it could keep up with its active consumers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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What we did:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  • Audience Research<\/li>
  • Strategy + Consulting<\/li>
  • Creative<\/li>
  • Advertising Campaigns<\/li>
  • Customer Experience + UX<\/li>
  • Website + Platforms<\/li>
  • Ecommerce and Amazon<\/li>
  • Marketing<\/li>
  • Social<\/li>
  • Search (SEO and SEM)<\/li>
  • Affiliate Marketing<\/li>
  • Photography and Video<\/li>
  • Production<\/li>
  • Marketing Performance<\/li>
  • Analytics + Dashboarding<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    The \u201cMove to Comfort\u201d campaign was released with new commercials on major networks:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    We made sure the commercials featured active people \u2013 breakdancers, gymnasts, parkour artists, which identified well with the Olympics.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    After the Olympics were over, the new Fruit rebrand could be found in Better Homes and Gardens, InStyle and Good Housekeeping Magazine.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    Million Impressions<\/div>\t\t\t
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    New Website<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    The new site featured videos of people in action, wearing Fruit of the Loom comfort wear. It also featured a space where users could upload an image of what moves them most in life, along with a brief description. And if that wasn\u2019t interactive enough, the website included a downloadable playlist with songs consumers couldn\u2019t help but move to.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Fruit\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Fruit\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Fruit\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    Social Media<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Fruit of the Loom\u2019s new social media goal was to be \u201cbest in class\u201d across all social media platforms. So we assigned roles to each platform.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    Platform Strategies<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    FACEBOOK<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Build Community<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    Twitter<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Create Conversation<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    Pinterest<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Express Personality<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    Website<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Share Content<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    Next Big Move Campaign<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Once consumers got the message behind Move to Comfort, they were invited to show Fruit their moves for the chance to appear in a future television ad, via video submissions on Fruit of the Loom Facebook page or in-person auditions in August.<\/p>\n


    Consumer voting on Fruit of the Loom\u2019s Facebook page chose the winners.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Mattering More<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    Million Impressions<\/div>\t\t\t
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    Primetime Spots<\/div>\t\t\t
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    Visitors for Web<\/div>\t\t\t
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    Web Impressions<\/div>\t\t\t
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    Clicks from PPC<\/div>\t\t\t
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    Connect With Us<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

    At the Summer Olympics, Fruit of the Loom launched their rebrand \u2013 moving away from the fruit guys and into a brand that showed it could keep up with its active consumers. What we did: Audience Research Strategy + Consulting Creative Advertising Campaigns Customer Experience + UX Website + Platforms Ecommerce and Amazon Marketing Social […]<\/p>\n","protected":false},"author":43,"featured_media":357,"menu_order":11,"comment_status":"closed","ping_status":"closed","template":"","featured_flag":[190],"capability":[194,137,198,191,192,195,142,143,138,139,196],"industry":[200,201,202],"class_list":["post-3675","work","type-work","status-publish","has-post-thumbnail","hentry","featured_flag-featured","capability-analytics-insight","capability-audience-intelligence","capability-campaigns-advertising","capability-creative","capability-customer-experience-ux","capability-marketplace-ecommerce","capability-search","capability-social","capability-strategy-consulting","capability-technology","capability-websites-platforms","industry-b2c","industry-cpg","industry-fashion-apparel"],"acf":[],"_links":{"self":[{"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/work\/3675","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/comments?post=3675"}],"version-history":[{"count":0,"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/work\/3675\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/media\/357"}],"wp:attachment":[{"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/media?parent=3675"}],"wp:term":[{"taxonomy":"featured_flag","embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/featured_flag?post=3675"},{"taxonomy":"capability","embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/capability?post=3675"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/leap.staging.ribbitt.com\/humanx\/wp-json\/wp\/v2\/industry?post=3675"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}