THE61S: 61 Sizes 61 People
By showcasing 61 shirt sizes on 61 real men, we help Determinant stand out as the brand for every “body”.
The Challenge
The menswear category in Hong Kong is dominated by international brands and longstanding local players. Established recently in 2019, DETERMINANT wishes to cater every shape and size. Its hero dress shirt comes in 61 size combinations, but awareness was low.
The Solution
Our research revealed that men trusted their peers most for recommendations when shopping for clothes. Our strategy, therefore, was to make their peers the heroes of our campaign.
Action
We recruited 61 real people to be the faces of THE61S campaign. They starred in our key visuals, thematic videos and interview videos. We also turned them into DETERMINANT'S newest social media influencers, giving us 61 new touchpoints for peer-to-peer marketing.
Impact
Generating huge social engagement
Representation matters, so isn't it time that fashion made space for every BODY? The 61S campaign was the first of its kind in Hong Kong and opened up a new frontier in men's fashion – both in product range and marketing. Within just three months, Determinant’s customer base increased by an impressive 400%, with sales exceeding expectations by 108%. The 61 regular men featured in our campaign became social media stars and brand advocates, increasing our social media engagement by an astonishing 736% and search volume by 108%.