Brief To create a customer communication that would ‘bring back the love’, re-engage customers and redefine Boden’s daring brand in the face of copycat competition
Solution A Thousand Little Things sets the benchmark in magazine creativity and social media engagement, while a daring multi-layered approach wows customers with something unique and quirkily Boden. Contributions are garnered from an array of sources, and the hottest writers and illustrators all have fun, as do founder Johnnie Boden and his staff. But more importantly, Boden customers join in too – one big Boden family. While they provide content, and talk to each other on the Boden Community website and in the book, we strengthen Boden bonds and sow seeds for future brand stories. A book for customers by customers, it surprises, delights and entertains and, like Boden’s collections, oozes quality and attention to detail. This is a beautiful treat for the downstairs loo, not the recycling bin. A creative tour de force, each spread has a life of its own: energetic layouts juxtapose beautiful illustrations and easy-to-digest lists follow longer reads, while mirri board and tracing paper add interactive elements. There is no product or sales messaging. This is a carefree treat: a pick and mix of creative goodies to savour with a coffee at the kitchen table and dip in and out of repeatedly.
50% of customers kept the book for 4+ weeks, and 20% forever
There was an 80% increase in the Boden Community online membership during the book’s launch week