Backed by a monumental study, Fruit of the Loom discovered the power of the tuck. Men who tuck their shirts are happier, wealthier, more likely to go on dates, and generally more successful than those who don’t. There was a clear statistical divide between the tucks and the tuck-nots. And with millions of men searching for ways to make their lives better (google search histories can prove it), creating a self-help movement encouraging them to tuck was the next logical step.

Fruit had a hunch that guys who tuck are more successful than those who don’t. So they commissioned a study of 1,000 men that proved they were right. Fruit used the findings to launch a self-help movement called the Tuck Effect.

Fruit used a combination of press, fun YouTube, Instagram, and Facebook videos, all driving to TuckEffect.com. This digital hub for all things tuck was an interactive exploration of the findings of Fruit’s monumental study. There, visitors could…

• Explore more “The Tucking Facts” videos for a definitive look at how the tucks get more out of life than the tuck-nots.

• Take a look back through time and see how great moments in tucking history have helped move mankind forward.

• And finally, take the one-day tuck challenge. Where most self-improvement programs take 30 days, Fruit’s only took one. To be specific, actually only five seconds. A simple tuck is all it takes to change

Not only was this one of Fruit of the Loom’s most successful campaigns in terms of press coverage, but it was huge for driving new interest in the 165-year-old brand:

144% LIFT in Brand Awareness

74% LIFT in Purchase Intent

59,000,000 earned media impressions ranging from Fast Company to The Today Show, to French GQ.

Nearly 100,000 visits to TuckEffect.com, with 8% of all visitors clicking through to buy new Stay-Tucked Crew shirts on Walmart.com

Source for brand measures: True[X] included a brand lift study as added value through Qualtrics. The study included 900 (450 controlled/ 450 exposed) participants on desktop and 600 (300 controlled/ 300 exposed) participants on mobile.