Hanes
Most pairs of boxer briefs pulled on in 30 seconds
The Results
- Audience reach
- 203,947 (24 hours after launch) 1.37m+ (12 weeks after launch)
- Views
- 339,000+ (24 hours after launch) 1.5m+ views (12 weeks after launch)
- Engagement
- 46,400 likes (24 hours after launch) 117,000 likes (12 weeks after launch)
The Brief
US underwear brand Hanes were looking for a way to celebrate National Underwear Day that would help raise the company’s profile while entertaining and engaging their audience on TikTok.
The Solution
Short-form, fun-filled content is the way to win viewers’ hearts on TikTok, so Guinness World Records (GWR) recommended a record-breaking race against the clock that promised to be great fun and also provided the opportunity to showcase Hanes products in an authentic way.
GWR proposed employing the talents of Yoshitake Cherry (aka Mr Cherry), Japan’s most prolific record holder who features regularly in GWR’s digital content and on TV.
PRODUCTION
Guinness World Records’ in-house production team in the UK handled all elements of production including:
- Creative concept and storyboarding
- Talent liaison
- Assembling Tokyo-based film crew
- Logistics co-ordination with the props
- Risk assessment and location research
- Post-production and editing
- Liaison with TikTok partnership manager
Since the shoot happened during Covid-19 restrictions, filming took place on a closed set, and followed the necessary health and safety guidelines
DISTRIBUTION
On National Underwear Day, GWR posted the 30-second film on its TikTok channel, tagging the official Hanes TikTok account
Hanes engaged two influencers (Deanna Giuletti & Tony Cavalero) to ‘duet’ the video as they attempted the record themselves
Both influencers posted teaser content on their channels, driving viewers to Hanes’ channel to watch Mr Cherry’s official record attempt
AMPLIFICATION
GWR engaged in the conversation on Hanes’ TikTok channel, encouraging viewers to enter Hanes’ competition to win five years’ worth of underwear