M.J.BALE: Unsuitable Journey

Credits & Description:

Category: Consumer Packaged Goods (CPG)
Media: Email, Point of Sale (POS)
Agency: Whybin\TBWA Sydney
Client: M.J. Bale
Brand: M.J. Bale
Company: Whybin\TBWA Sydney, Sydney
Target: Australia · Asia Pacific
CEO Australia New Zealand: Paul Bradbury, Whybin\TBWA
Executive Creative Director: Wesley Hawes, Whybin\TBWA
Executive Creative Director: Gary McCreadie, Whybin\TBWA
National Digital Creative Director: Russ Tucker, Whybin\TBWA
Creative Director: Craig Brooks, Whybin\TBWA
Design Director: Chris Mawson, Whybin\TBWA
Art Director: Andrew Torrisi, Whybin\TBWA
Copywriter: Chloe Saintilan, Whybin\TBWA
Production Director: Jonathan Pitcher, Whybin\TBWA
Broadcast and Content Producer: Rachel Solomon, Whybin\TBWA
Campaign Manager: Charles Kelly, Whybin\TBWA
Photographer: Jake Terrey, Creative Artist Management
Offline Editor: Nick Gilberg, TBWA London
Audio Post Engineer: Dan Beckwith, Factory Studios
CEO: Matt Jensen, M.J. Bale
Head Designer: Daniel Fitch, M.J. Bale
Digital Content Manager: Robert O'Reilly, M.J. Bale
Brand and Marketing Manager: Drew Hoare, M.J. Bale
Senior Account Director: Fiona Milliken, Eleven
Senior Account Manager: Claire Verlander, Eleven
Senior Account Executive: Jade Barringer, Eleven
Features: Boosted Posts, Video Ads
Language: English (UK)
Objectives: Awareness, Preference, Intent, Online Traffic, Offline Traffic, Sales, Recommendation
Tags: Consumer Packaged Goods (CPG), Asia Pacific, English (UK), Boosted Posts, Video Ads, Awareness, Preference, Intent, Online Traffic, Offline Traffic, Sales, Recommendation, Email, Point Of Sale (POS)  
Campaign Description
Australians travel further for business than any other nation, especially into Asia, Europe and the United States. This leaves them with the constant struggle of looking their best when they hop off their plane and go straight into the boardroom.
Differentiation in the male suiting category is tough. Owning durability and performance for business travel is a key differentiation pillar for M.J. Bale. The suits are constructed with 100% Australia Merino wool. Because of the ‘memory’ within the wool microns, no matter how hard a gent wears their suit, whether it is crushed or stretched, the wool will always ‘bounce back’ to look and fit perfectly.
Campaign Goals
Authenticity was crucial to our idea’s success, so there was no better channel than social media to play the whole journey live to our audience. Daily photo updates on location were posted across Instagram and Facebook, which were accompanied with diary entry updates from our model.
To further involve our audience and to prove that this five-day torture test happened for real and in real time, we were one of the first Australian brands to utilise ‘Facebook Live’. We did five Facebook Live crosses from five different cities, which enabled Tom Bull to not only do a live update on his progress, but Facebook followers could ask questions live.
Campaign Performance
Objective 1: Drive reach of 800k during the campaign
• Result: We achieved a total campaign reach of 1.19m, 49% above target
Objective 2: Get people engaging with our content, by increasing our social engagement from 5% to 7% (35% increase)
• Result: We achieved a social engagement rate of 17%, a massive 230% increase, and more than double our 7% target
Objective 3: Drive organic reach and coverage, by increasing our share rate by 40%
• Result: Our share rate increased by 79%, double our target of 40%
Objective 4: Drive interest in the brand, by increasing search traffic by 10%
• Result: we increased search by 17%, 70% higher than target
Objective 5: Increase sales of M.J.Bale’s 100% Merino travel suits by 10% across online sales channels and its 38 retail stores.
• Result: In the first two weeks, an uplift of 20% across the suiting range online and across M.J. Bale’s 38 stores.