Case Studies
JCrewLogo_c
BestMadeLogo_c
MaisonetteLogo_c

J.Crew

Grabbing Market Share
FIND YOUR PERFECT FIT CAMPAIGN
J. Crew had seen its men’s market share eroding on account of competitors including Bonobo’s offering and heavily promoting pants that were more comfortable due to multiple fits. Market research had also revealed that J. Crew was suffering from the perception of only making clothes “for skinny guys.”

In the fall of 2017, the company was poised to introduce two new pant fits–expanding its offering from Slim and Straight fits to Slim, Straight, Athletic and Relaxed. The brief called for an inexpensive digital strategy that would attract new customers and launch the two new fits. The solve was a low budget campaign designed for You Tube, Instagram and Facebook that featured mini-videos of four different shaped guys each exhibiting their own unique dance moves. In addition, a user-friendly fit guide was built on jcrew.com. After 350,000 You Tube views during the first month of the campaign’s launch, the Relaxed and Athletic fits sold out, and the pants category saw a double digit lift in sales.

Director Dewey Nicks from a script by John Brodie. Art direction by Amy Turkington

Best Made Company

The brief was to help this men’s hardware/apparel company known for its beautiful print catalogs dubbed Adventures create imagery that was easier/more economical to produce and would work on site, for email and in social channels. The solve was the Micro-Adventure, a variation on Influencer Generated Content where Brodie + Partners sourced emerging photographers, had them pitch ideas and then gave them Best Made product to shoot in the field.

Maisonette

As the leading e-commerce site for children’s apparel, decor and toys was moving from its Seed to Series A round of financing, Brodie + Partners was asked to implement a digital content strategy, launch video and craft a distinct brand voice for Maisonette. A centerpiece of the effort was a weekly digital journal called Le Scoop, a mix of expert advice, name-brand columnists and how-to stories that help users Stress Less and Parent Better. We also created a number of content franchises to drive organic traffic to the site, acquire new customers and generate revenue from partnerships and native advertising.