Bonobos #EvolveTheDefinition: Breaking Through And Maximizing ROI Share: Exverus Media Score Awaiting client review n/a Date Published 28 September 2020 Reading Time 1-Minute Read Bonobos #EvolveTheDefinition: 400MM video views, thousands of comments and the brand’s highest ever ROI… all in one day. Goal Drive brand awareness and generate massive conversation around Bonobos’ unique perspective on modern men/masculinity on a national level – without committing to a large national plan. Strategy Be surgical with one-day takeovers of breakthrough brand media. Be the brand that stands for an evolved definition. Execution A 360 campaign centered around Bonobos’ very first national TV broadcast spot on ESPN during the 2018 ESPY Awards Sponsored Twitter trend of the day – #EvolveTheDefinition 24 hour YouTube Masthead takeover Influencer-created content from Chris Bosh and DeAndre Jordan Results +31% increase in brand awareness among all audiences reached +83% lift in sentiment +61% lift in purchase consideration #1 ROI campaign in brand history