The Launch or Reboot category at The Drum Awards for PR has been won by WongDoody and Both&. Here is the case study that won the award.
Imagine never still feeling comfortable in your own body. Unable to look in the mirror. Being trans includes this. You must depart from the residence. Work. College. Living. Although you’re saving money for gender-affirming surgery, the delay will take years. Clothing that enables you to be identified as a person may reduce your anxiety or prevent you from committing hate crimes. Pioneering style house Both& produces clothing that is specifically made to create male silhouettes and sizes that exude gender euphoria. Both&’s distinctive transmasc cotton hides curved sides, and their tees are made to flatten chests and enhance shoulders. The majority of trans people are unfamiliar with the product.
Create a novel concept that reimagines contemporary manhood as one of our goals. Establish Both& as the trans style house on a global scale. Aid Both& has been successful in achieving their 25% sales goal for the brand-new fabric series. Introduce the company mainly to London, along with the other fashion-forward cities of Paris and New York City, while avoiding a transphobic attack. Reach Gen Z as the 15% LGBTQ+ demographic (according to Gallup).
We needed to show that “clothes do make the man” and empower transgender men with a moment of feeling through societal upheaval and community-focused storytelling with just £20,000 in budget.
According to TARGET AUDIENCE & STRATEGY Research from Both& in the community, most trans men experience everyday dysphoria and have no idea where to look for clothes. More expansion was required in Both& than just through word of mouth. They required Gen-Z trans people to learn about the company. Inspiring trans people at a time in history when they are being persecuted by the rest of the world, causing them to identify in pop culture and discover Both& at the same time. The classic Calvin Klein apparel campaigns from the 1990s, when cis male models were first allowed to flaunt their sex appeal, were a nationally renowned fashion moment that we hijacked. By removing barriers to what constitutes manhood and independence, Both& can accomplish the same for transgender men, turning them into social icons.
We insta-scouted trans guys and invited them to serve as campaign models and society role models. Application & CREATIVITY Wearing Both&’s distinctive transmasc cotton, which conceals crooked shoulders and tees, broadens shoulders, and flattens chests. The end result was the photography campaign for “Boys Boys Boys,” which was shot in London and was made safe by an entirely LGBTQIA+ cast and crew. A custom-signature music track from transgender music producer Baby Brown was used in an associated CK-influenced style film, which also featured artistic direction from renowned trans actor Daniel Sea, praised non-binary fashion photographer Lydia Garnett, and other performers. Transmen were at the forefront of the campaign, and we were shouting to everyone that being attractive is normal and that special clothing is available for them. We debuted in the week before Trans Day of Visibility, using it as a platform to promote transgender people and serve as the brand’s news anchor. We cost-effectively fly-postered our pictures on the roads of Fashion Week cities like London, Paris, and New York City, imitating the CK strategy. Next, using members of the trans community as leverage, they decided to amplify and recharge the campaign through social media in a way that can only be done by an authentic community connection.
By emphasizing the following—disruptive physical presence in style cities as a beacon for trans people—and dialing up inclusion within formerly exclusive industry, the brand was able to
reach the world’s quietest and most transphobic regions safely. A secure environment for our LGBTQIA+ cast and crew, who collaborated on the campaign with the trans and gay community out of pride rather than because of the contract’s fine print. Images in gay, trend, and style press that excite the community and seize press attention. From the trans community’s streets and social media platforms to the websites of international gay press, we developed a story path that led the campaign to Gen Z titles in terms of culture.
Results & EVALUATION The campaign itself produced real business results, with a 75% increase in denim sales (50% above sales target), which contributed to the 137% growth from Q1 to Q4 of 2022. Additionally, the company achieved an oversubscription in the seed round of investment to advance the Both& and saw a good Lifetime Value/Customer Acquisition Cost ratio of 10x. With only £0 in social spending, the community took the lead in generating quick cultural buzz when it came to promoting the brand. Gen-Z flocked to the banners and shared on social media, naturally generating 1.8 million cultural impressions and 17,000+ engagements in a single year. The significance of the campaign can be seen in the comments: “I’ve watched from the beginning and therefore proud and happy to see where this brand has grown,” “Joy, togetherness, freedom, and the right to be existing- this project is amazing,” and “so proud of being an investor in this amazing brand” to Both&, the company’s financial backers. With a PR reach of 49 million in five days, we were able to secure high-quality coverage that included all important communications. When it comes to warrior articles, Gay Times described the images as “beautiful” and Attitude said they were “absolute flames” when viewed on the homepages of gay leading titles in the UK. Gen Z internet triumphantly announced, “Transmen take center stage,” alongside coverage in GUAP and BRICKS saying we “broke taboos,” with the international enthusiasm brand Hypebae covering and Hunger proclaiming.
WHY DO YOU THINK THIS AWARD SHOULD BE WON BY YOUR ENTRY? Boys Boys Boys announced Both&, the go-to transmasc brand, as their entry onto the international financial stage. This was especially true of their signature denim. Our plan was to recreate the classic CK ads from the 1990s, which gave cis men their first opportunity to flaunt their bodies, in order to redefine contemporary masculinity to include trans men and introduce Both& clothing to the trans community. Our three trans men, who were by no means professional fashion models, serve as the best example of this. Despite this, you can see how confident they are in themselves, not only because the clothes fit to strengthen masc looks, but also due to the fact that the place was created with their satisfaction in mind. The assurance that proudly shines through in the campaign imagery and film unintentionally conveys to the world that there is power in being appealing through clothing that is available and made specifically for them. To put it briefly, Boys Boys Boys has made it possible for transmasculine, non-binary, and gender-non-conforming/expansive populations to feel respected and compelled to purchase clothing that not only fits but also looks good.
