Market setup · 2016 → 2019
Arriving in a new market.
Boody had built a thriving business in Australia, but the North American customer was a different person entirely.
01Australia
The existing market · Cheeky, not conscious
The brand ran on young, flirtatious pictures and ordinary casting, and its bestseller was a women’s classic bikini in a size large. Cheeky, and not much interested in being conscious.
02North America
The market to win · Values-first, conscious
The US shopper bought at Sprouts, at the local co-op, at Ace Hardware, and she chose between brands on water use and fair labor long before she thought about body shape.
What the Australian brand stood for and what the US shopper was looking for did not line up, and that was the first thing to fix.
Strategy
Boody is clothing to feel good about.
The framework · Dual pillar
Good for you. Good for the planet.
Everything we shipped belonged to one of two pillars, in a deliberate 60/40 split that let the brand keep winning on what it already owned while the mission stayed in public view.
01The everyday benefit.
Pillar 01 · Good for you
Softness, fit, and how it wears the twentieth time. The thing Boody already won on, photographed as something owned instead of something displayed. Softness is the kind of claim people forget until the garment reminds them.
- Product
- Underwear, basics, lounge, socks
- Main fabric
- Viscose derived from bamboo fiber
- Claim
- Softer than cotton, wash after wash
- Proof
- Rewear notes, how it holds up in the wash, whether the fit repeats
02The unglamorous supply chain.
Pillar 02 · Good for the planet
Closed-loop yarn, low-water manufacturing, and OEKO-TEX certification: the part nobody sees, and the part that makes Boody Boody. The planet half is what earns the you half the right to be believed.
- Fiber
- Viscose, closed-loop yarn process
- Water
- Low-water vs. conventional cotton manufacturing
- Cert.
- OEKO-TEX, chemistry screened across the supply chain
- Label
- Not "bamboo clothing." Viscose derived from bamboo.
Two pillars, and everything on social, in email, and on the site belonged to one of them, which is how the brand stayed recognizable across four years and four channels.
Basics
One shoot. Four years of feed.
We ran one studio shoot for Boody, and the opening images of the first US campaign came out of it. Everything else that reached the feed came from the monthly work: choosing and shaping posts alongside a photographer, a designer, and a writer, all held to one standard.
Below, the studio shoot first, then forty-eight months of the feed.
Studio · One production
The basics, cleanly shot.
Studio
3 looks
Workhorse direction and photography
Three claims, and the posts behind them.
In fall 2018 we made a spot around three claims: comfortable, versatile, sustainable. Each one is answered by a line someone posted after wearing Boody, credited to their handle. Each claim then got its own twenty-second cutdown for paid social.
Read the Boody Active campaign study
Boody Active.
A full campaign launch, on its own photoshoot, with the launch film and the shorter cuts pulled from it, a landing page, a set of reasons to buy written to be reused, and a group of large creator accounts who carried the first week.
Read the BoodyBaby case study
BoodyBaby.
A sibling brand for infant basics. It started first and grew into a parenting influencer program with its own hashtag and a steady supply of photos from customers. Three years, 250 posts and counting, all held to the parent brand.
Read the Naturally You campaign study
Naturally You.
The nudes line, cut in flesh tones across a range of skin tones, and the campaign built to introduce it: the casting, the art direction, the photography, a palette, a set of botanical illustrations. It did not end when the launch did. The range kept running through the curated feed for the rest of the partnership.
Social
Channel · Creators
A hundred creators, one standard.
Creators ran alongside the feed for the whole partnership, briefed against the same two pillars as everything else: shoot it worn, shoot it at home or outdoors, say what the fabric is and what it is not.
Large accounts carried launch windows. Everyone else supplied the everyday, and their photographs came back into the feed as regrams. The selects below run from late 2018 through the last month of the partnership.
Everything the feed was made of.
Four years of posts came from four places at once: the studio shoots and flat lays, the graphics written to carry a pillar in type, the creator roster, and the customers who kept sending pictures. Below, a cross-section, unsorted by source.
Email as brand, not just sales.
We rebuilt Boody’s email on Klaviyo, with new sales templates, a new welcome series for people who had just signed up, and a monthly newsletter written in a voice of its own.
The newsletter held above a 20% open rate for the whole four years, which is not a number discounts alone will hold up.
- 20%+
- Open rate, sustained
- Klaviyo
- Rebuilt from scratch
- Monthly
- Newsletter
By the numbers · 2016–2019
Four years, measured.
A repositioned brand, a content operation, and an influencer program that kept pace with both, all held to the same standard as the rest of the work.
- 20K+
- IG followers · Year 1
- Added in the first year under our management.
- 100+
- Creators managed
- Across five campaign shapes and two creator tiers.
- 300K+
- Influencer impressions
- Earned coverage from posts we briefed, reviewed, and held to the two pillars.
- 20%
- Email open rate, sustained
- The monthly newsletter, held there for all four years without leaning on discounts.
Cut from the full case study at wrkhrs.co/work/boodywear
