Gildan Blake Shelton

Challenge

In 2015 Gildan entered into a partnership with Blake Shelton to be the brand’s spokesperson. They needed a way to create awareness for Blake’s sponsorship of the brand, increase the brand’s presence at retail locations, and ultimately generate sales of Gildan products at key retailers across the country.

Solution

MELT created a campaign, titled “Grab a Pair,” that featured Blake Shelton in the edgier voice the brand is known for in the category. The fully integrated campaign centered on a sweepstakes where the winners would receive an all expense paid trip to Charleston for a private concert. The program lived through digital banners, social, on brand’s homepage, retail displays, and at on-site activations for AAA baseball.

Gallery

Results

The Grab a Pair contest provided incredible results for the brand. They were able to earn preferred locations at various national retailers, such as Kmart, Kohls, and Family Dollar. The sweepstakes landing page received up to 11,000 hits per day, with over half of these visitors going direct to the website. Once on the website over 60% of registrants requested further engagement with the brand, creating a surge in new brand enthusiasts.

Hits Per Day

%

of Registrants Requested Further Engagement

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