KNOBS OF AUSTRALIA

Client: Knobby

Background

Subscription delivery undie brand, KNOBBY wanted to drive awareness and understanding amongst young blokes from all over Australia.

Our challenge was to engage this distracted and hard to reach audience whilst still communicating the brand service.

Common ground

We discovered that our target audience were predominantly blue collar workers who are often restricted in self expression by the uniforms they wear for work. They engage through humour and sport and react to social influencers.

We knew as a brand KNOBBY could help them release their inner larrikin.

We just needed to find a way to show that wherever they were in Australia, KNOBBY was the only membership that will ship directly to their member.

Using our ‘state of the art research tools’ we discovered that Australia has more KNOBS than anywhere else in the world...

playGround

Welcome to the KNOBBY NATION. A campaign to show that we had the knobs of Australia covered….by any means necessary.

First we created our very own Public Service Announcement. Dialling up the humour of the brand to communicate the deliver anywhere offering and unique monthly designs. Next we created our own army of Knobbassadors in social influencers Jamie Zhu, Fairbairn Films, Angry Dad and The Royal Stampede. Again engaging our audience further with humour and speaking their language. It didn't stop there... tapping into our fan’s passion for sport we partnered with the world’s biggest online Basketball community, Basketball Forever to further bring the KNOBBY Nation to life.

Ground breaking

• Over 3.6 million video views.

• 9.7 million impressions.

• 500,000+ engagements.

• Increase subscriptions for KNOBBY underwear by 48%. Now that’s a lot of Knobs covered.