Boody Eco-Wear
A four-year marketing partnership: repositioning Boody for the US market, then building and running the channels to sustain it.
Boody had built a thriving business in Australia. The North American customer was a different person.
In Australia, the brand ran on young, flirtatious imagery and standard-issue casting. The bestseller was a women’s classic bikini in a size large. The tone was cheeky, not conscious.
The US shopper we needed to reach lived somewhere different. She bought at Sprouts, at the local co-op, at Ace Hardware. She was picking between brands on the basis of water use and fair labor, not on the basis of body shapes.
The ethos of the Australian brand and the person we were trying to reach in the US were not the same person. That was the first problem to fix.
Boody is clothing to feel good about.
A content framework built on two pillars and a deliberate 60/40 split between product and values.
Sixty percent of the content we produced led with product: the softness, the fit, the everyday utility. The thing Boody was already winning on.
Forty percent led with values: low-water manufacturing, closed-loop yarn production, OEKO-TEX certification, the unglamorous supply chain work that made Boody Boody.
Every piece we shipped across social, email, and the site mapped back to one of the two pillars. That is what let the brand feel coherent across channels instead of sounding like three different companies.
Shoot 01 · Product
03
Looks captured
Direction + photo · Workhorse Studio
Shoot 02 · Active lifestyle
12+
Productions, 2016–2019
Direction · Workhorse Studio · Location · Los Angeles
Video · Production
The Boody Active launch anchored the year in motion. Around it we built a library of shorter cutdowns for social, email, and paid — same wardrobe, same cast, different runtimes.
Boody Active · Launch film · 2018
Active · Teaser
0:15
Active · Social cut
0:30
Values · Yoga spot
0:20
BoodyBaby · Intro
0:18
Launch film + 8 paid and social cutdowns. Full edit library, 2018–2019.
Social
A monthly strategy, then production: writing, photography, design, stories, giveaways, ambassador round-ups. The Instagram grew past 20,000 new followers in its first year under our management.
We traded generic lifestyle content for audience-engaged, personal posts: the faces behind the company, real values content alongside the sales-driven product stories, less polish and more presence.
20K+
Followers gained, yr 1
60 / 40
Product / values mix
4 yrs
Always-on engine
We rebuilt Boody’s email system on Klaviyo: new sales templates, a new onboarding series, a monthly newsletter with its own editorial voice.
The newsletter held above a 20% open rate for the life of the engagement, which is not a number you sustain on discounts alone.
20%+
Open rate, sustained
Klaviyo
Rebuilt from scratch
Monthly
Editorial newsletter
Website
The site inherited from Australia looked cheap next to the brand we were building. We rebuilt the core pages on top of the existing Shopify stack: a new homepage, an Our Story page that actually told the story, a dedicated Bamboo page for the material explanation.
The principle was simple: let the brand lead and the functions follow.
Program · Creator wall
Four quarterly campaigns. A hundred-plus creators. A set of brand guardrails tight enough to keep the output coherent.
A program, not a roster. Classified creators, tiered briefs, fixed language, and a content standard that ran the same on every post.
@micro.012
Content · Seasonal
@macro.008
Takeover · Active
@micro.027
Content · Values
@micro.004
Lifestyle
@micro.019
Content · Seasonal
@macro.004
Exclusive · Launch
@micro.031
Content · Values
@boody_us
#boodyUS · feed
@macro.009
Takeover · Active
@macro.012
Exclusive · Launch
@macro.004
Exclusive · Active
@micro.041
Content · Leisure
@micro.052
Content · Seasonal
@micro.060
#boodybabyUS
Program · Five campaign shapes
Each campaign ran in one of five shapes, with a different mix of creators and a different brief. The shape came first. The creators and the language followed.
Shape · 01
Quarterly · Always on
Steady drumbeat of permanent posts and story sets from a rotating micro-creator bench.
Shape · 02
Seasonal
Follow-to-win moments timed to seasonal drops. Measured in follows and tagged saves.
Shape · 03
Launch week
Full-day story takeovers tied to launch moments. 8–12 frames, creator voice, pinned for 72h.
Shape · 04
Macro tier
Sole-brand partnerships with a 30-day exclusivity window. Reserved for high-trust creators.
Shape · 05
Quarterly push
Paid-boosted creator content aimed at audience expansion inside the #boodyUS community.
Program · Creator tiers
Every creator ran in one of two tiers. Micro anchored trust and volume. Macro carried the launches. The ideal creator, at either tier, already sounded like one of us.
Tier · 01
5K — 35K
Trust · Volume
The bench. Ran the always-on content cadence: permanent feed posts, story sets, seasonal reviews. Anchored the program week in, week out.
70%
Of roster
~4
Posts / qtr
Tier · 02
35K+
Launch · Exclusive
Launch-week operators and exclusive partners. Carried Boody Active, Naturally You, and seasonal moments where we wanted a single, trusted voice.
30%
Of roster
72h
Post-pin window
Program · Content standards
Every creator worked from the same content framework. Real people, real settings, product visible and correctly named, branded tags on every surface.
Standards · Rev. 09
Do
Real people. Real settings.
Natural light where possible.
Product worn, not staged.
Show the fabric moving.
Creator’s voice. Not ours.
Honest wear notes if asked.
Permanent feed post.
2-week story highlight.
Don’t
Don’t call Boody “bamboo clothing.”
Boody is viscose derived from bamboo fiber.
No stylized snow-yoga.
Studio-only shoots. Skip.
No competing performance-wear in frame.
Frame is Boody only.
No post without campaign tag.
Every post carries the branded tag.
Branded tags ·
#boodyUS#boodybabyUS#ourlittlestwonderBrief · Specimen
Every creator worked from a tiered brief with fixed language, fixed tags, and a narrow set of do-and-don’ts. The briefs below are abridged examples from the two creator tiers we ran.
Brief 01 · Micro-tier
Internal · Workhorse
Put the softness, fit, and everyday utility of Boody into the creator’s own life, in the creator’s own voice.
§ Deliverables
03 items
Permanent feed post
product featured in use · permanent
Story set
saved as highlight for 2 wks
Unboxing reel or carousel
creator’s choice of format
§ Required Language
“Boody is a viscose derived from bamboo fiber.”
§ Do
§ Don’t
Brief 02 · Macro-tier
Internal · Workhorse
Own launch week. Make Active feel like the next thing in Boody, not a new brand.
§ Deliverables
04 items
Feed post · launch day
publish 8am EST · pinned for 72h
Full story takeover
launch day · 8–12 frames
Reel · in-motion wear test
posted week +1, 20–40s
Follow-up mention post
week +2 · soft-sell
§ Required Language
“Boody Active — soft where it counts.”
§ Do
§ Don’t
Program output · Sample
Every creator was classified, briefed, and tagged against the content framework. The grid that reached the feed was the last step of a much longer process.
100+
Creators engaged
5
Campaign shapes
300K+
Impressions
16 qtrs
Managed window
Content · Seasonal
“First wash was the test. It held.”
1,840 ♥ · 124 comments
Content · Values
“Softer than the brands I quit. Also: water cycle.”
940 ♥ · 67 comments
Takeover · Active launch
“Between set three and set four. Not staged.”
4,210 ♥ · 310 comments
Exclusive · Active launch
“Day one of the launch. Day one of the season.”
3,620 ♥ · 218 comments
Campaign 01 · Naturally You
A seasonal campaign that earned its own visual system. Casting, art direction, photography, a palette, a botanical element kit, and the rollout across every surface.
Social · launch
Landing page
Email drop
Influencer
Chapter · Line extension
A sibling brand for infant basics. Same framework, softer voice, parenting creator roster, its own hashtag. Three years, 250+ posts, held to the parent system.
#boodybabyUS
Seasonal · gift
Parenting roster
Crossover
By the numbers · 2016–2019
A brand reposition, a content engine, and an influencer program that kept pace with both — held to the same editorial standard as the rest of the work.
01 · IG followers · Year 1
Added in the first year under our management.
02 · Creators managed
Across five campaign shapes and two creator tiers.
03 · Influencer impressions
Earned media from content we briefed, reviewed, and aligned to the framework.
04 · Email open rate, sustained
Monthly newsletter. Held for the life of the engagement, not discount-driven.
Production ledger
2016 – 2019
Active marketing partnership
Strategy, content, channels, creators — all run end-to-end.
Campaign shapes in rotation
Content, giveaways, takeovers, exclusives, follow-growth.
Product-to-values content ratio
Every asset mapped to one of two editorial pillars.
Original posts produced
Writing, photo, design, stories — cross-channel across the engagement.
Photo and video productions
Campaigns, launch films, product shoots, creator content direction.
Brands under one framework
Boody US and BoodyBaby. Same system, different voice.
Figures reflect the managed program window, 2016–2019. Campaign-level partnership continues.
Shaping the Future, One Visionary Brand at a Time
For over a decade, we’ve empowered ambitious individuals to build ambitious brands through strategic storytelling, precise aesthetics, and robust systems.
For over a decade, we’ve empowered ambitious individuals to build ambitious brands through strategic storytelling, precise aesthetics, and robust systems.
“Brand Sprints” might just be a fancy term, but if it means we deliver fast, impactful results on time, then we’re ready to run.
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