Untucked Tweets

UNTUCKit, the New York-based retail brand and creator of the Original Untucked Shirt, is launching a new campaign that takes on skeptics in an effort to engage with consumers outside of the brand’s base. The centerpiece of the campaign is a collection of five TV spots that feature UNTUCKit Founder Chris Riccobono reading aloud – and then directly responding to – tweets about the brand from real Twitter users.
The tweets were carefully selected for both their humorous content and ability to deliver different types of brand and product messages, with the intention of raising awareness and converting people who haven’t yet tried UNTUCKit. The tone of the responses are lighthearted and tongue in cheek.
The goal of the campaign is to drive shirt sales among this new target audience, while retaining the brand’s existing loyal base.