Pair of Thieves

Pair of Thieves

Building Awareness and Loyalty Among Gen Z

Gen Z men tend to think all socks and underwear are equal – but Pair of Thieves set out to change that with premium, stylishly-designed products featuring their unique “SWASS” (that’s anti-swamp ass) material. To stand out in an already-cluttered essential apparel space, and with legacy competitors outspending them at every turn, they needed a media strategy that was as disruptive as their brand to mitigate the spending gap and help grow their fandom.

Starting with Pair of Thieves’ fun brand messaging and assets developed by Partyland and internal teams, we developed a media campaign that made soon-to-be fans feel right at home during the summer months, meeting them where we knew they’d be, and delivering the right message at the right time.



APPROACH

Podcasts. Social Meme Accounts. Irreverent, comedic influencers (both mass and micro) all served to build awareness among the uninitiated. And, of course, lifestyle brand integrations like Complex’s Sneaker Shopping piqued the interest of younger tastemakers — building equity where we needed it most. 

The hot summer months of LA/NYC, which saw increased foot traffic as social distancing restrictions eased, were the perfect timeframe to showcase Pair of Thieves’ SWASS messaging — especially in strategically-selected sweaty environments, like gym screens, treadmill/stationary bike screens, and NYC subway platforms. Each media placement showed off Pair of Thieves as the only place for people to get the SWASS relief they desperately needed.

Paid social support helped us reach more people with our messaging more often — allowing us to optimize our impact and make every dollar count. We homed in on Gen-Z-led platforms like TikTok, where we amplified paid influencers — increasing visibility at the top of the funnel.

RESULTS

The SWASS media campaign drove an incredible 82% YoY Growth in new users visiting the Pair of Thieves retail site, increased their TikTok brand following by 22.3k followers, and generated 25% Campaign over-delivery/added value and increased awareness among young male audiences. Hey — we all have SWASS sometimes. So we felt pretty darn good about helping men everywhere learn about Pair of Thieves.



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Mana

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Mana

Mana

Game the System

GAME THE SYSTEM

We worked with Mana to launch their flagship financial product, transparent and secure banking–without any BS– for younger cardholders and gamers. 

In a crowded category, we created a disruptive yet approachable brand voice and visual identity for Mana that highlights their uniquely gamified approach to banking.



CONSUMER PROMISE: PAY WITH POWER

In the visual system, the harnessed magical energy of Mana itself is a constant. This energy lives in balance with the secondary element, Damascus steel — Mana’s gamer-friendly, ultra-rare answer to premium metal credit cards.

Magical energy and rare metal are present in every asset we created: the design of the card, launch trailer, custom packaging, print designs, animated in-app icons, and more.



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Final Fantasy Exvius Universe x Chillhop Music

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Divinity Key Art

Divinity Key Art

Larian Studios
Summary

In Larian’s Divinity: Fallen Heroes, players take on the roles of different commanders of the Divine Order in a high-stakes play for global domination against the Lord of Chaos. We used marionette strings to illustrate this power hierarchy over a landscape that was evocative of the tabletop RPG game style that Larian studios built their legacy upon.

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Final Fantasy XIV Online: Shadowbringers

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IKON Brand Anthem

IKON Brand Anthem

IKON
Summary

For the launch of the brand new PC streaming platform, IKON, our anthemic brand video challenged fans to prove themselves to one another in their favorite games.

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Final Fantasy XIV Online: Shadowbringers

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Corsair One Launch

Corsair One Launch

Corsair
Summary

A critical moment in Corsair’s history. The new product needed a name, a brand strategy, and creative executions for launch.

Background

Brand strategy and visual identity

To outflank established competitors like Razer, Alienware, and HP, we had to to carve out a new position that would make buyers think differently about the typical “gaming PC,” which can often be a loud and awkward mix of plastic and testosterone. We needed to define Corsair’s new PC as a beautifully-built, near-silent object of desire, without losing sight of the reputation for engineering excellence and reliability they had earned from years of producing well-regarded internals. At the end of our process of research, discovery, and strategy, we arrived at just the right name and product story – the new “Corsair ONE” would not only mark the company’s first move into the packaged PC space, but would also represent the fusion of many individual Corsair-made internals into a single, bespoke packaged product.

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Mafia III Launch Campaign

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