When menswear label Ben Sherman launched their new e-com site, we were asked to produce a below-the-line campaign that would help communicate a repositioning of the brand to a new target consumer and drive traffic to retail.
U-Dox proposed a content-based campaign that would leverage online coverage without relying on media spend. Inspired by the brand’s shift from the limiting preconception of ‘Mod’ to the broader possibilities of ‘Modernism’, we curated a beautifully shot series of three conversations between diverse creatives who reflected the aspirations of the brand’s new target market.
Conversations in Modernism earned Ben Sherman a presence on menswear, lifestyle and hype sites that had previously never covered the brand. 20% of viewers clicked through to the website with a 3% sales conversion rate. At their next AGM, Ben Sherman’s CEO and Creative Director presented the campaign to their local markets and licensees as a best practice example of how to communicate the brand.
“From the first meeting I was impressed not only with U-Dox’s ideas, but also their grasp of our brand and aesthetic. Conversations in Modernism was spot on, and clearly a great initiative that was both engaging and true to our brand values.”
Oli Culcheth - Creative Communications Manager (Global)