Real customer endorsements create a powerful message. With this in mind, SFW launched a marketing campaign for the Fruit of the Loom (FOTL) Imprintable Activewear division featuring the clothing manufacturer’s updated HD Cotton collection. Centered on apparel decorator testimonials from around the country, the “Decorators Trust HD Cotton” campaign sheds new light on a legacy product in the industry.
To craft the campaign, SFW and FOTL took to the streets to reveal why decorators everywhere trust HD Cotton. They visited four different apparel print shops across the U.S. and gathered documentary-style imagery and video, including customer interviews and print production coverage on HD Cotton shirts.
SFW then integrated the content into various marketing communications, such as print and digital industry trade publications, online videos and a themed microsite. The featured decorators created their own unique t-shirt designs to highlight the HD Cotton collection’s superior printability throughout the campaign. Each of the designs that were produced during the shoot are displayed on the HD Cotton microsite, where decorators can select their favorite design and receive a free sample. Users are then encouraged to share their own experiences with #HDCotton on social media for a chance to win one dozen of each t-shirt size (S-XL).
To see campaign videos and learn more about the product, visit FruitActivewear.com/hdcotton.