A CMO Show Blog Post
Campaign watch: M.J. Bale masters marketing to the modern man
A CMO Show Blog Post
Campaign watch: M.J. Bale masters...

On their quest to master marketing to men, there was a single question gentlemen’s clothiers M.J. Bale set out to answer: You can crush the man, but can you crush the suit? 

Boasting the claim that Australians travel further for business than other nation, the brand’s latest foray into content marketing set out to challenge M.J. Bale’s “highly durable 100% Australian merino wool” suiting range by conducting the ultimate road test.

Dressing a model in Sydney for a photo shoot set to take place in London, the campaign follows his unexpected journey spanning three continents, nine countries and five days.

The video, which ends in London on the set of M.J. Bale’s Winter 2016 photo shoot, was created by the Whybin\TBWA group and closes: “You can crush the man… but you can’t crush the suit.”

In an interview with AdNews in late march, M.J. Bale founder Matt Jensen commented, “With Australian men travelling more for business than any other nation, arriving looking as good as when you left is a struggle.”

“We want to help gents stay looking impeccable and ultimately professional for business, no matter how many miles they’ve covered.”

marketing to men
The Australian brand now has a print magazine as part of their content marketing offering. Image via Instagram: @mjbale.

Founded in 2009, the company entered the content marketing scene via print platforms, producing a bi-annual magazine titled ‘Manual: The M.J. Bale guide to life, style and manly arts.’

In 2015 the brand extended it’s content marketing efforts into digital territory, publishing daily content to their target audience – Australia’s modern day man.

marketing to men
M.J. Bale’s digital blog site, Manual, is a curated feed of branded content, social media, video, ecommerce and more.

Robert O’Reilly, digital content manager at M.J. Bale sat down with B&T to discuss the brand’s content marketing efforts, acknowledging the importance of demanding your audiences’ attention in the digital realms.

Samantha Waterworth on what separates the great video campaigns from the rest .

“As the battle for audience attention in the digital space continues to heat up, we want to be a source of both information and entertainment, instead of just clothes, building brand loyalty and awareness through our cheeky tone of voice and carefully curated selection of content.”

Check out some more of M.J. Bale’s video content…


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