Bonobos #EvolveTheDefinition: Breaking Through And Maximizing ROI

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Exverus Media
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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