M.J. Bale
M.J. BALE ARE ESTABLISHING THEMSELVES AS THE LEADING VOICE IN MEN’S STYLE & CULTURE.
To elevate from retailer to premium lifestyle brand, with a trusted point of view on culture, M.J. Bale needed a more considered content strategy – one that extended beyond campaign cycles.
M.J. BALE ARE ESTABLISHING THEMSELVES AS THE LEADING VOICE IN MEN’S STYLE & CULTURE.
To elevate from retailer to premium lifestyle brand, with a trusted point of view on culture, M.J. Bale needed a more considered content strategy – one that extended beyond campaign cycles.
INTENT: RELAUNCH THE M.J. BALE MANUAL AS A BIANNUAL PUBLICATION, LINKING CULTURAL CONTENT TO BRAND AND PRODUCT STORIES, TO DRIVE AUTHORITY, TRUST AND PREFERENCE.
Shifting the brand to act more like a publisher, we used the seasonal campaign as the foundation for a 52 page editorial magazine covering style, sustainability, travel and lifestyle. The printed Manual was distributed in-store and mailed directly to VIP customers.
The Manual’s premium content then fuelled six months of edms, digital articles and social content, creating an always on ecosystem that connected product with an aspirational lifestyle, and positioned M.J. Bale as the authority on contemporary style.
Shifting the brand to act more like a publisher, we used the seasonal campaign as the foundation for a 52 page editorial magazine covering style, sustainability, travel and lifestyle. The printed Manual was distributed in-store and mailed directly to VIP customers.
The Manual’s premium content then fuelled six months of edms, digital articles and social content, creating an always on ecosystem that connected product with an aspirational lifestyle, and positioned M.J. Bale as the authority on contemporary style.