Bonobos: #EvolveTheDefinition

A Marketing Story by Observatory about Bonobos

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Bonobos

Increase Brand Awareness

Challenge

A micro-documentary about the evolution of the definition of masculinity and associated integrated campaign

Solution

#EvolveTheDefinition starts a conversation around the narrow definition of 'masculine,' its limitations, and how we can expand it to be more inclusive. Spurred by Bonobos’ founding mission "fit for every man," the core creative, a 90-second documentary-style video, conceptualized and produced in-house by Observatory, incorporates interviews from a diverse spectrum of individuals and how they define masculinity. As Bonobos’ first-ever national campaign, #ETD made its broadcast premiere during the #1 televised live sports and entertainment event among the brand’s target audience: The ESPYS. To ignite this conversation digitally, we partnered with Twitter to make #EvolveTheDefinition a promoted trend. We also partnered with YouTube to take over their homepage allowing Bonobos to own the conversation across a 24-hour period successfully. The campaign included a microsite featuring content with all 172 individuals interviewed encouraging the public to help evolve the definition by submitting their interpretation of the word ‘masculine.’

Website Creation

Video Production

Social Media Management

Results

The Youtube ad of the year "That rewrites the rules" with 2x more the ROI than any other bonobos campaign, #evolvethedefinition — a micro-documentary about the evolution of the definition of masculinity and associated integrated campaign — is the most successful campaign in the brand's history. • 10MM+ YouTube views in 24hrs • 400,000+ microsite visits • Total Bonobos.com website sessions beat the daily average by 50%+ • Unpaid “Bonobos” search reached the highest peak of 2018 • #1 most social program on ESPN digital • 56MM trending twitter impressions • 63% Lift in brand awareness • 46% Increase in reported purchase intent • 61% Increase in consumer consideration of Bonobos • 260% Increase in physical store visits Earned positive social response from key influencers, including Reese Witherspoon, Mark Cuban, and Michael Ian Black Winner, 2018 #YouTubeAd of The Year “That Rewrites the Rules”