We knew guys don’t care about their choice of underwear, so we had to find a different way to get through to them. Something other than the usual product benefits of 100% cotton or a seamless stitch.

We realized that what guys do care about is the comfort of their balls. If we could get guys thinking about the impact a poorly fitting pair of undies has on their crown jewels they’d be more open to our messages.

So we created a pair of talking testicles to highlight everything that our “boys” go through. From cold swims to bumpy bike rides to ill fitting undies, we were able to remind men that their boys go through a lot and deserve the very best undies.

We followed our Boys challenging existence via 3 long form online videos launched on social media.

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.

'The Boys’ has been transformative for the Bonds Mens Underwear business. Although the campaign is ongoing in the fourth week of the current conversion phase Mens Underwear sales had grown by 161% and web traffic to the Mens Underwear page on bonds.com.au had grown by 420%.

The videos have been viewed over 6 million times to date nad total the campaign has delivered 22.8million impressions across all touch-points.

Bonds social media records have been smashed with likes, comments and shares far exceeding Bonds norms. An average cost per view for each video is $0.07 and engagement levels are above norms too with video completion rates above 50% - that statistic includes the three long-form videos.

Bonds tracking has shown that awareness of ‘The Boys’ amongst our target of men 18-39 is over 40%, which for minimal production and media investment is better than the results a big-budget Bonds TV campaign.