WorkBoodywear

⌘K

Brand Strategy/2016–2019

Boodywear

Brand StrategyCampaign StrategySocial Media ManagementContent CreationPhotographyVideoInfluencer MarketingEmail MarketingWebsite Design

Boody Eco-Wear

Clothing to feel good about.

A four-year marketing partnership: repositioning Boody for the US market, then building and running the channels to sustain it.

Brand StrategyCampaign StrategySocial Media ManagementContent CreationPhotographyVideoInfluencer MarketingEmail MarketingWebsite Design

Arriving in a new market.

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.

Good for you. Good for the planet.

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.

Social

Instagram, Facebook, and a working content engine.

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.

Instagram, Facebook, and a working content engine.

Email as brand, not just sales.

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.

Website

Own the Boody vibe.

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.

Paid Media

A creative calendar for paid.

Before we came in, paid ran piecemeal and looked the part. We built a paid calendar tied to the same content framework, designed the creative to match what was running organically, and used the channel to test audience, message, and offer.

The influencer engine.

Four quarterly campaigns, a hundred-plus creators, and a set of brand guardrails tight enough to keep the output coherent.

Campaigns ran in five shapes depending on the goal: content creation, giveaways, takeovers, exclusive partnerships, and follow-growth pushes. Each used a different mix of creators and a different brief.

We worked both sides of the influence curve. Micro-creators, in the 5,000 to 35,000 range, anchored the trust and volume layer. Macro-creators, 35,000 and up, carried launch moments and exclusive partnerships. The ideal Boody creator cared about sustainable living, wellness, body positivity, or parenting, and already sounded like one of us.

Everything ran through a shared set of content standards: real people in real settings, no stylized snow-yoga scenes, product visible and correctly described (Boody is a viscose derived from bamboo fiber, not "bamboo clothing"), permanent posts and two-week story highlights, branded tags (#boodyUS, #boodybabyUS, #ourlittlestwonder). Over the course of the program we worked with 100+ creators and generated more than 300,000 impressions.

Brief · Specimen

The brief is the product.

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

Seasonal content partnership.

Put the softness, fit, and everyday utility of Boody into the creator’s own life, in the creator’s own voice.

Campaign type: Content · Quarterly
Creator tier: Micro · 5K–35K
Audience fit: Wellness · Sustainable living · Body positivity
Window: 3 weeks, drop to final post

§ Deliverables

03 items

01
Permanent feed post
product featured in use · permanent
3–5
Story set
saved as highlight for 2 wks
01
Unboxing reel or carousel
creator’s choice of format

§ Required Language

“Boody is a viscose derived from bamboo fiber.”

§ Do

+Real home, real setting.
+Natural light where possible.
+Product worn, not staged.
+Your voice. Not ours.

§ Don’t

—Call Boody “bamboo clothing.”
—Stylized snow-yoga. Period.
—Studio-only shoots.
—Post product without campaign tag.

Brief 02 · Macro-tier

Internal · Workhorse

Boody Active launch — exclusive.

Own launch week. Make Active feel like the next thing in Boody, not a new brand.

Campaign type: Exclusive Partnership · Launch
Creator tier: Macro · 35K+
Audience fit: Fitness · Movement · Mindful training
Window: Launch −7 through launch +14

§ Deliverables

04 items

01
Feed post · launch day
publish 8am EST · pinned for 72h
01
Full story takeover
launch day · 8–12 frames
01
Reel · in-motion wear test
posted week +1, 20–40s
01
Follow-up mention post
week +2 · soft-sell

§ Required Language

“Boody Active — soft where it counts.”

§ Do

+Shoot live. No prepped-look fakery.
+Show the fabric moving.
+Honest wear notes if asked.

§ Don’t

—No competing performance-wear in frame.
—No stylized studio setups.
—No exclusivity overlap — 30-day window.

Program output · Sample

Four posts, four slots in the rotation.

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

Campaign shapes

300K+

Impressions

16 qtrs

Managed window

@boody.micro.012 post — @boody.micro.012
18.7K

@boody.micro.027 post — @boody.micro.027
12.4K

@boody.macro.004 post — @boody.macro.004
64.2K

@boody.macro.009 post — @boody.macro.009
41.5K

Naturally You.

A seasonal campaign built end-to-end: casting, art direction, photography, landing page, email sequence, paid creative, influencer assets.

Naturally You ran against the 60/40 framework. The top layer was product: the new basics collection, shot cleanly, shown on a cast that read as the customer we were actually trying to reach.

Underneath it sat the values story: why the fabric mattered, what the certifications meant, what Boody did differently at the fiber level.

BoodyBaby.

When Boody extended into infant basics, we gave the line its own voice without detaching it from the parent brand. Different hashtag. Different creator roster. Same framework.

By the numbers · 2016–2019

Four years, measured.

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

20K+

Added in the first year under our management.

02 · Creators managed

100+

Across five campaign shapes and two creator tiers.

03 · Influencer impressions

300K+

Earned media from content we briefed, reviewed, and aligned to the framework.

04 · Email open rate, sustained

20%

Monthly newsletter. Held for the life of the engagement, not discount-driven.

Production ledger

2016 – 2019

4 yrs

Active marketing partnership

Strategy, content, channels, creators — all run end-to-end.

Campaign shapes in rotation

Content, giveaways, takeovers, exclusives, follow-growth.

60 / 40

Product-to-values content ratio

Every asset mapped to one of two editorial pillars.

~200

Original posts produced

Writing, photo, design, stories — cross-channel across the engagement.

12+

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.

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