Hanes Sock Drive

The goal of the Hanes Sock Drive was to engage consumers in the social space via a cause related initiative with the purpose of 1) growing the Hanes Facebook page to 500,000 followers by December 2010, 2) making a charitable donation of 500,000 pairs of socks to The Salvation Army, and 3) build a connection in consumer’s minds between Hanes and The Salvation Army.

With the insight that socks are the number one requested items in homeless shelters, Hanes empowered consumers to help donate 500,000 pairs of socks to the Salvation Army with a simple mouse click in Facebook.

This initiative catapulted Hanes onto AllFacebook.com’s list of “The Most Explosive Facebook Pages” for the week of December 6, 2010 and generated enough buzz for us to end up with over 800,000 followers, thousands of comments and likes, and over 1 billion impressions.

View work at: www.facebook.com/hanes