Bonds is the biggest underwear brand in Australia. For years they have had little to no competition in this category. Bonds had become ubiquitous, and pretty much the standard that men were comfortable with.

In recent times however aggressive private labels had ramped up their attack and were half the price of Bonds. And as ‘fast followers’ their product innovation and styles closely replicated Bonds.

Bonds knew they had to be clever in how they started to firstly get men to care more about their undies, with the longer-term ambition of eventually helping the men of Australia to justify the price premium that comes with a pair of Bonds.

Thus with a long-term behaviour change strategy in place, the campaign objectives were:

1. Get Australian males 18-39 thinking and talking with their mates about their (choice of) undies.

2. Re-establish Bonds credentials as the owner of ‘comfy undies’.

The brief from Bonds was simple, get men talking about their undies again. It turns out that men don’t really think much about their undies and because of this they never really buy new jocks until things have got a little out of control. Bonds wanted to put undies on men’s radars again but knew historically talking to them about the product benefits of their smalls doesn’t really work. So for this campaign we thought we would talk about something that they’re a little more attached to: Their Balls.

We shared the trials and tribulations of our ‘Boys’ via three long form videos on Facebook, before broadening the campaign to include 30” and 15” videos across multiple social channels and video-sharing sites. We then targeted men who’d viewed our videos with retail offers.

At launch we built up a loyal following by releasing the three long form videos, one every two weeks. Men loved them, shared them with friends and asked for the next installment. As we moved in to our conversion phase we used re-targetting to deepen the direct engagement with 30” sketches featuring our ‘Boys’ alongside retail offers – thereby converting sales through bonds.com.au. Aside from the specific retail offers, every video post also contained a link to the Bonds online store and retail offers contained within that environment too.