Our target audience was young millennial families, coming together around the holidays. They want to instill values in their kids like the joy of sharing and the value of giving back. Both Target and TOMS are brands millennial families look to for style, value, and a charitable spirit.

Presents are fun, but families needed a reminder of the true meaning of the holidays: giving meaningfully. Thus we were charged with celebrating the joy and simplicity in the sharing spirit of the partnership during the busy holiday season in a way that got these families talking and sharing.

The Together Sweater was a multi-headed, holiday-themed sweater we created and mailed to get people talking about the TOMS and Target partnership and the joys of sharing over the holidays.

The mailer had to contain everything people needed in order to feel the spirit and spread the message, from the sweater down to the hashtag, since we wouldn’t have any contact with the recipients beyond what they received.

It hinged on an item and a package that celebrities and influencers couldn’t help but open, put on and share on social media. Inside custom screen-printed shipping box with bespoke wrapping paper and a personalized card, recipients found their very own multi-headed Together Sweater to share with family and friends.

Our mailers embodied the message of togetherness at the heart of the TOMS+Target partnership. In the hands of influential voices, these packages drove engagement with the partnership and collection.

The Together Sweater, a multiple-headed holiday sweater, became the perfect symbol for the TOMS + Target partnership. Both brands are rooted in the fashion world and this partnership was all about coming together and sharing.

It served as a playful, wearable symbol of coming together, with the spirit of the partnership stitched into every detail. It became something people couldn’t help but put on and share.

The first sweater made its debut on The Ellen Show on Nov. 11th. Then we delivered Together Sweaters in carefully-crafted, personalized packages to influencers and celebrities who were capable of touching millions, inviting them to celebrate the season of togetherness (literally) with friends and family.

Throughout the holidays, more and more celebrities expressed interest in receiving a Together Sweater. The more people got involved, the further our message multiplied. Participation grew as did a wave of excitement around the partnership.

Our message multiplied as recipients shared 2, 4, 6, 8 and 10-headed Together Sweaters and posted images across social media. In addition, major talk shows and news outlets spread the message further, resulting in over 263 million social and PR impressions and over 1M “likes,” creating a contagious cultural moment around the partnership.

#TogetherSweater became one of the most exciting hashtags to follow as celebrities and influencers from pop-stars to broadway royalty to actors and actresses (and their pets) flooded social media. It ignited conversations and holiday spirit for the partnership and collection.

We were tasked with driving awareness and excitement for the TOMS + Target partnership and collection with a big launch moment. Extending TOMS’ one-for-one model to make donations for every purchase made, Target and TOMS partnered to give back with a specialty holiday gift collection.

Inspired by the generosity at the heart of the partnership, our cozy solution was to create the “Together Sweater,” a 200% wool, multiple-headed holiday sweater that upped the ante on sharing. Our mission was to create a contagious cultural moment by mailing our sweaters directly to those that could touch millions with our message.