Cannes Lions

STOP DAD PANTS

RED TETTEMER + PARTNERS, Philadelphia / DOCKERS / 2015

Presentation Image
Online Video
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Overview

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Credits

Overview

Description

This PSA-style video features Sarah Harbaugh, wife of coach Jim Harbaugh and wearer of the tragically ill-fitting "Dad Pants." The video shows Jim changing into a whole new man in his new well-fitted Dockers khakis, while Sarah encourages her audience to join the movement and "Stop Dad Pants.”

Execution

We produced a PSA-style video featuring Sarah Harbaugh, wife of professional football coach Jim Harbaugh, who is publicly known as a wearer of tragically ill-fitting "Dad Pants." We put a distribution plan in place, housing the video on Youtube, running it in movie theaters in key markets and initially placing a small, targeted cable buy. We first seeded the content among influencers and press and then pushed it out across our social channels, with UGC sweepstakes messaging.

Outcome

Overall, this program gained one billion+ impressions, which makes it the most successful campaign for the brand to date. On YouTube the video generated nearly a million views in two weeks and was ranked one of the top 10 commercials on YouTube in June. PR earned 700+ million impressions in 5 days. Stop Dad Pants was the #1 trending topic on Facebook. We saw a strong overall national unit sales lift (+5%) leading up to Father’s Day and afterwards. Perception results showed 80% of those who saw the video made them think that Dockers was becoming a more stylish brand.

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