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strategy
True Classic stands for simple, effortless fashion. On social, we noticed people complaining about the hassle and frequency of doing laundry. So, we set about ideating the most ridiculous ways in which people could deal with it.
social activation
As a champion of effortless fashion, we created a simple solution to the weekly laundry problem. Introducing The 365 Pack: one perfectly-fitting True Classic t-shirt for every day of the year. Now, the weekly inconvenience of doing laundry is a thing of the past.
We launched on social and within the first week we not only broke the brand’s engagement records, we had fans wanting to buy the product.
52%
increase in active engagement over the time span of one week
67%
increase in share rate
2000+
signups to purchase in less than 24 hours