Capturing the GOAT of sorority rushes for your favorite college t-shirt.
Your favorite t-shirt, your favorite time of life.
Comfort Colors is the favorite t-shirt in your drawer — your college days, your Greek life. So MELT captured and pioneered the Bama social sorority rush, the hyper-competitive ‘Bama Rush’ across all 19 sororities — the GOAT of sorority rushes.
Influence, captured.
We partnered with some of the most iconic social influencers of rush week and Homecoming 2024, capturing the essence of the moment and the emotional connection to your favorite t-shirt at your favorite time of life.
The campaign drove millions of impressions and a wave of sales to Amazon for Comfort Colors.
During Homecoming Week 2024, Comfort Colors celebrated National Color Day by infusing the students’ favorite brand of t-shirt with school spirit at the University of Alabama. The campaign began with the distribution of over 6,000 custom-designed t-shirts to all 19 sororities, each in their chapter’s unique colors. This initiative highlighted the excitement of both Homecoming and National Color Day while showcasing the university’s tradition of pomping Homecoming banners. By integrating Comfort Colors branding throughout the entire process, from design, printing, to packaging and delivery, the brand underscored its commitment to quality and community engagement. A dynamic social media campaign extended the impact of this celebration by engaging Panhellenic platforms, local influencers, and Comfort Colors’ own accounts. The campaign featured a spirited competition where each sorority created content to showcase sisterhood and compete for philanthropic donations. The top-performing chapters, Gamma Phi Beta and Alpha Delta Chi, each secured for their chosen charities, Girls on the Run and Tuscaloosa Youth for Christ. With over 1 million social media impressions, 37,123 engagements, and a 2,563% ROI, the campaign successfully boosted brand loyalty, elevated student involvement, and left an enduring mark on the campus community.
