Boody arrived from Australia in 2016 with a loyal following and a product that worked. What it needed in North America was a brand pitched at a different buyer and a marketing operation able to keep that going. Workhorse rebuilt the US brand over four years, from the positioning down through the campaigns, photography, video, social, email, influencer programs, and the website, working as Boody’s North American marketing department.
Market setup · 2016 → 2019
Boody had built a thriving business in Australia, but the North American customer was a different person entirely.
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.
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.
Boody is clothing to feel good about.
US positioning, 2018
The framework · Dual pillar
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.
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.”
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.”
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.
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
01
In-house shoot
Direction + photo · Workhorse Studio
Program 02 · 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.
Photoshoot · Film · Landing page · Creator program
Program 03 · 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.
3 years · 250+ posts · Parenting roster · Customer photos
Program 04 · 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.
The nudes line · Concept · Visual system · Rollout
Channel · Creators
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.
Exclusive · Movement
Takeover · Basics
Regram · Customer
Content · Outdoors
Content · Everyday
Content · Street
Takeover · Street
Content · Travel
Crossover · Parenting
Crossover · Newborn
Content · On the road
Content · At home
Content · Together
Content · Studio
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.
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
The email practice
A welcome series that sounds like the brand, and sales templates built from the same type and photography as the site. Then a letter each month worth opening when there is nothing on sale.
Boody’s email shared a calendar with the feed, so the newsletter and the posts carried the same two pillars in the same week. Email programs that keep their own schedule drift from the brand.
By the numbers · 2016–2019
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.
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 coverage from posts we briefed, reviewed, and held to the two pillars.
04 · Email open rate, sustained
The monthly newsletter, held there for all four years without leaning on discounts.
Production ledger
2016 – 2019
Active marketing partnership
Strategy, content, channels, and creators, all run out of the studio.
Campaign shapes in rotation
Content, giveaways, takeovers, exclusives, and follower drives.
Product-to-values content ratio
Every piece belonged to one of the two pillars.
Original posts produced
Writing, photography, design, and stories, across every channel.
Photo and video productions
Campaigns, launch films, product shoots, and directing creator content.
Brands under one framework
Boody US and BoodyBaby. Same system, different voice.
Figures cover the managed program, 2016 to 2019. Campaign work with Boody continues.
