Stanfield's

Stanfield’s underwear wanted to become relevant to a younger generation of men, so John St. took its brand proposition of “we support men” to a new level online.

To “support men” in a more purposeful way, it tied the brand to the cause of testicular cancer and created “The Guy at Home in his Underwear,” an unedited, unscripted, live-streamed, 24/7 fundraising social media experiment.

Testicular cancer survivor Mark McIntyre spent 25 straight days at home in nothing but his Stanfield’s skivvies for all to see at GuyAtHome.com. Viewers could communicate with Mark via live chat and participate in fundraising challenges. And for each Facebook “like” received, Stanfield’s donated $1 to the Canadian Cancer Society.

The campaign resulted in 52,161 Facebook likes (vs. goal of 25,000), 700,000 website visits, 5,216,100 social media impressions, 80% repeat website visits (vs. 50% goal) and three million minutes of LiveStream viewing time.

There were over 45 million media impressions in just one month, with stories in the Globe and Mail, National Post, Global TV, CBC and Sun Media, and it generated $52 million for testicular cancer awareness (vs. $25 million goal).