JAMES BOAG ‘STRIVE’ CASE STUDY
Greatness rarely comes easy.
February – June 2013
Research had shown that the Boag’s audience was moving from a materialistic life to one of substance, thus a content-led solution was created to bring this to life.
Editorial explored in-depth subject matter around self-improvement, providing long-term support on our audience’s road to greatness. This in-turn led to the creation of the platform ‘Strive’.
‘Strive’ provided pertinent and provocative editorial pieces with relevance to the audience. Regardless of what form ‘Strive’ took, or on which device it was accessed, it fed self-discovery, personal development and growth of the discerning gentleman.
Create true aspiration
To move away from function, quality and affordable messaging that was once synonymous with the brand, and instead inspire through style and substance, to be perceived as truly aspirational.
Men of substance
A sense of worth has become more important with age. Success is less about the materialistic, but more about the substance behind who he is – where he’s been, and more importantly, where he’s headed.
To help lead his journey to greatness, whatever the path
To connect on a deeper level and spark a reaction. To have something relevant and provocative to say, that provokes him to develop, learn and grow, when he is seeking self improvement.
- 1,591,648 PIs
- 45,684 video streams
- Average dwell time: 2 mins:51 secs
- 1,853 article comments
- 6,834 social shares across 65 individual articles