Robert Irwin, the son of the late Crocodile Hunter Steve Irwin, helped Bonds soar in its U.S. debut. The Australian underwear model revealed its first marketing campaign devoted to the American market on April 3, that includes the conservationist in several underwear types alongside wild animals. The marketing campaign generated $8 million in media influence worth in its first week, in response to Launchmetrics. (MIV is a proprietary metric that assigns an precise financial worth to advertising methods throughout print, on-line and social media to calculate return on funding.)
In perspective, Irwin’s marketing campaign earned 7 p.c extra in media publicity than the model generated in all the yr of 2024. In keeping with Launchmetrics, the Australian star served as the highest voice of the marketing campaign, producing $3 million in MIV by his social media posts, with the highest placement being value $959,000 in MIV.
Robert Irwin’s underwear marketing campaign for Bonds.
Bonds
In keeping with Bonds, the marketing campaign achieved spectacular numbers on social media, together with 1.3 million TikTok searches for the time period “Robert Irwin bonds advert” within the first 4 days of the marketing campaign. The model reported a 96 p.c progress on TikTok, with the highest video garnering greater than 23 million views.
The model’s partnership with Iriwn additionally paid off in natural social impressions, which have been up 7,000 p.c for the week of launch, reaching greater than 58 million individuals worldwide, in response to Bonds. In the meantime, natural social engagement price was up 926 p.c in the course of the week of launch, with viewers response being 98 p.c constructive on social media.
Robert Irwin’s underwear marketing campaign for Bonds.
Bonds
For the reason that marketing campaign was launched, Irwin has received greater than 700,000 followers on TikTok, the place he reveals movies of his life as a zookeeper and conservationist.
Titled “Made for Down Underneath,” Bonds’ first U.S. marketing campaign was wild-themed and in addition featured rapper Tkay Maidza.
“Bonds has an extended historical past of celebrating Aussie expertise in our campaigns, so it was solely proper that we associate with Australia’s greatest rising stars to have a good time our launch into the U.S. market,” Tanya Deans, president of Bonds Australia, informed WWD. “We wanted fearless spokespeople to indicate simply how laid again you’re feeling whenever you’re sporting Bonds underwear — and who higher than the wildlife warrior himself, Robert Irwin,” Deans mentioned.
