When we first received the brief and agreed our partnership with Foxe & Fable, we were instantly excited. There are few things that get us more motivated than a daring founder challenging an industry, a brilliant product and almost complete creative licence. This project has it all.

Foxe & Fable are pioneering a new space: male lingerie. It may sound somewhat alien to most of us but have you ever stopped to think how uninspired (and unsexy) you feel in your bog-standard underwear. This is where Foxe comes in, they’re spicing up the underwear drawer, creating a boxer (more to come) designed to be desired and to add a spark to the bedroom.

Given the nature of the product, Foxe turned to us to showcase the elicit through a socially acceptable lens. The brief was simple, “push boundaries to the point where our content may be taken down”. So we quickly went about creating a daring, social-first content strategy that got people sharing, talking and ultimately buying.

We honed in on three content buckets that aligned perfectly with the brand, “Experience, Education & Lifestyle” all underpinned by an audacious thematic approach.

As a new brand, it is fundamental to tell the story of the brand, its mission and the people involved. So this sits under our education component. For our first month we interviewed founder Sam about all of the above to create a deeper connection than one solely centred around a transaction. This is integral for us to build the Foxe & Fable community and opens opportunities to empower the community, dive into the process and document the growth of the brand in public further down the line - all things that social media loves.

The next element is lifestyle, showcasing how and in which scenario’s Foxe & Fable’s should be sported. From sleeping, to date night preparation to spicing things up in the bedroom, we take our audience through all the ways to wear, through the lens of a Foxe wearer. These are bitesize, narrated, social-first snapshots into the lifestyle behind the brand.

And finally the fun and incredibly un-PC component of our content strategy, Experience. The true ethos of the brand is to awaken the desire, so our third content bucket was designed to make the audience a little hot under the collar and question whether it is allowed on socials. So we peep through the keyhole to see what happens just before the Foxe’s are removed. Social is about capturing attention and providing an entertainment factor. We want people sharing our content with their friends or partners as this garners greater engagement.

The ideas are well and good but to truly stand out the key component that runs through everything is high quality visuals with a social-first lens. Beyond this it’s about testing and learning and constantly optimising our strategy (social, content & performance) to meet audience behaviour and grow our reach.

We’re merely two weeks in and engagement and the following has increased massively. We’re not going to talk too soon though as there’s plenty of work to come (as well as the full case study, once we have some tangibles to extract), but we’re heading in the right direction. Watch this space…