Bonobos – #EvolveTheDefinition



Case Study


#EvolveTheDefinition is a project that starts a conversation around the narrow definition of 'masculine,' its limitations, and how we can expand it to be more inclusive. Spurred by the company's 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. 

#ETD was Bonobos’ first-ever national campaign premiering during the #1 televised live sports and entertainment event among the brand’s target audience: The ESPYS. Additionally, 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.’

The campaign sparked a cultural conversation with results KPIs and expectations. The campaign drove 31% relative lift in Bonobos brand awareness, according to a Google Brand Study. Bonobos’ brand tracking firm found that of those who saw the #EvolveTheDefinition campaign, 83% felt more favorable toward Bonobos. (Source: Morning Consult).

Additional Metrics:

  • 10MM+ YouTube views in 24hrs

  • 400,000+ microsite visits.

  • Total 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.

  • Earned positive social response from key influencers, including Reese Witherspoon, Mark Cuban, and Michael Ian Black

  • 3.61% lift in purchase consideration

  • +17.4% in sales

  • +7.5% in retail foot traffic

  • Winner, 2018 #YouTubeAd of The Year “That Rewrites the Rules”