Dailyjocks
Strategy, Creative, Production, Consulting
Background
‘To be the most inclusive brand in the world.’ That was DailyJocks founder Nic Egonidis’ intention when re-launching his business.
Already a go-to for more than 400K international subscribers and across bricks-and-mortar stores in Melbourne and Sydney, the underwear and lifestyle brand had built its offering around its predominantly gay customer base for over ten years.
Just as the retail experience expanded, offering wheelchair-accessible changerooms, gender-diverse fits and inclusive sizing, we worked with the team behind-the-scenes to refine each of the brand’s digital touchpoints.
From a brand tone-of-voice overhaul; to a personalised email user journey; to producing a large-scale relaunch stills and video campaign, celebrating intersectional groups within the LGBTQIA+ community
Result
Our PR focus led to coverage in The Daily Telegraph and on the top-rating podcast, The Mentor with Mark Bouris; as well as alignment with Drag Race Down Under finalist, Kween Kong and a raft of queer influencer talent who were proud to showcase the brand online.
After developing an organic social media strategy, we worked with the company’s SM Manager to train them to run the brand’s channel’s more effectively, as well as aiding external SEO agency, StudioHawke, offering further support on their digital PR campaign.
The result was a great example of how our ‘Rebrand and Relaunch Campaign’ can be tailored to brand of any size - at any stage in their evolution.
Testimonial
We had a vision to showcase our inclusivity credentials and needed an expert to help put all the pieces together. Dan was a dream creative lead - he helped us with our campaign, messaging, and buy-in from all stakeholders. I found Brophy Media (Dan) to be ethical, professional and effective in delivering on their commitments to us and engaging the right people for our project.
Nic Egonidis, Founder, DailyJocks
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