Since launching a social media contest on July 7, fashion brand John Varvatos and agency Yard raised $2,317 for the Ringo Starr Peace & Love Fund. The #PeaceRocks effort is part of a bigger marketing deal that capitalizes on The Beatles drummer’s famous peace sign.
The fashion label’s social campaign uses the #PeaceRocks hashtag to spur photo sharing on Instagram, Twitter, Vine and Facebook. In exchange for tagging a picture with the hashtag, the brand will donate $i to the Ringo Starr Peace & Love Fund. The cause is part of the David Lynch Foundation that provides meditation resources and runs through Dec. 31.
John Varvatos also launched a YouTube video with Ringo Starr as part of the effort. The spot has been viewed more than 27,000 times since July 7. Milkt’s fashion photographer Danny Clinch directed the campaign’s video and images.
“Initially the idea behind the video was to create a modem version of a drum circle. At first, we were going to use character actors to take their crack at the drums and then reveal Ringo,” explained Stephen Niedzwiecki, founder and chief creative officer at Yard. “But then, with John’s help and relationships, we began replacing them with celebrities. And they were all up for it, as we had a charity component to the campaign. So, as much as they were supporting the brand, they were supporting Ringo’s cause. It shows the power of music and how it can bring people together to create good and positive energy. The drums are powerful instruments.”
The campaign’s assets are pulled together into a microsite that aggregates all of the social photos. A paid media buy includes print, online and out-of-home media in New York, Los Angeles, San Francisco and Las Vegas.