CustomInk (Tysons Corner, VA)
Warschawski (Baltimore, MD)
March 13-September 31, 2013
2013 marked the 100-year anniversary of the T-shirt and CustomInk - which produces customized T-shirts - aimed to capitalize on the opportunity to build buzz for its brand.
CustomInk and agency partner Warschawski created an integrated campaign to engage with consumers through a survey, fundraising, and a celebration of the 100 most iconic T-shirts of all time.
CustomInk linked up with Kelton Research for a national survey to understand the connection people have with T-shirts and leveraged the results to create media buzz.
Company cofounder Marc Katz was positioned as spokesperson, along with Jennifer Baumgartner, author of You Are What You Wear.
TShirtBirthday.com was launched for the campaign. Content included the history of the T-shirt, trivia, videos, and links to social media channels. Monumental Tees, an app created for the anniversary, allows users to create unique shirts and place them on US monuments.
In honor of the military origin of the T-shirt, the brand raised money for the Yellow Ribbon Fund, supporting recovering service people and their families.
The company produced and sold limited-edition shirts representing each brand of the military designed by service members. Proceeds from the sales were donated to the fund.
The top two iconic T-shirts were I love New York and Vote for Pedro. Survey results revealed that about 90% of Americans own at least one T-shirt they refuse to get rid of because of sentimental value and 76% had a stronger connection to a custom-designed T-shirt than a mass-produced one.
More than 100 placements included CBS This Morning and The New York Times, and more than $12,000 was raised for the Yellow Ribbon Fund.
CustomInk recently received a $40 million investment from the Revolution Growth fund.
CustomInk will continue to reinforce its brand in 2014.