Subscription underwear brand, Knobby has a mission to help young Aussie males, ‘Funk up their junk’. However, the brand was having trouble growing their subscription base and brand awareness. They needed to understand their positioning and find the voice and channels to communicate authentically to fulfil their vision of building a ‘Nobby Nation’. 

With a limited budget and a clear goal, we knew that we needed to deliver an idea with ongoing value which would clearly expose the undies while giving the audience a reason to care.

We developed a brand purpose around giving blokes the freedom to release their inner larrikin – an Australian cultural concept of being a bit of a joker.

Focusing on the brand’s USP of nation-wide delivery, we developed Knobs of Australia - We Got You Covered. a brand film referencing the multitude of places in Australia with ‘Knob’ in their title. 

The content was targeted directly through social and supported with limited media spend. We extended the idea through influencer content released through their own channels and further through a social competition driving UGC.

During the campaign period our content was viewed over 4m times, leading to almost 600k engagements. Most importantly in this period the brand added 2,600 new subscriptions.

ROLE: Brand Strategy, Creative Strategy, Concept, Creative Direction, Copywriting