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BONOBOS CRitters
A 360-marketing strategy and plan designed to generate brand awareness, engagement, and traffic around the relaunch of the Bonobos Critters
For the Fall & Holiday season, Bonobos set out to reintroduce its beloved Critters collection with a fresh mix of new and re-issued designs, launched in two distinct drops. The campaign featured a fully integrated 360° approach across digital, social, and retail channels to drive brand awareness, engagement, and traffic. The product assortment centered on the cozy and collectible Bonobos Critter sweatshirts, with a limited-edition selection of hats and pajamas available for select characters — reinforcing the exclusivity and seasonal appeal of the line.
Project Overview
The objective was to design a dynamic, user-centered experience that invites exploration while supporting clear paths to purchase. Knowing that Bonobos customers value personality, exclusivity, and quality, the experience was crafted to showcase the charm of the Critters collection through a blend of storytelling and commerce. The goal was to encourage users to engage emotionally with the product — learning about the whimsical backstories of each Critter — while making it effortless to discover and shop limited-edition items.
By blending immersive content with frictionless shopping, the experience aimed to deepen brand affinity, increase dwell time, and drive conversion. Storytelling was to be used as a strategic tool to create desire, urgency, and connection — making users feel like they were part of a unique drop they didn’t want to miss.
Objective
Low-fidelity wireframes
The low-fidelity wireframes laid the foundation for a seamless user journey that prioritized both engagement and conversion. The layout was intentionally structured to move users through a strategic content funnel — starting with bold campaign messaging and hero imagery to capture attention, followed by alternating sections of narrative content and product discovery to maintain interest and guide decision-making.
Key UX decisions included integrating PDP links within story-driven sections, using product carousels to highlight limited-edition availability, and creating modular layouts that could flex across screen sizes and marketing channels. These early sketches focused on usability, hierarchy, and the strategic placement of CTAs — all designed to support a fluid, high-converting experience once brought to life in high fidelity.
High-fidelity DESIGN
The high-fidelity design phase focused on transforming the strategic framework into a visually rich, emotionally engaging, and interactive experience. Building on the wireframes, the final designs introduced color, typography, illustration, movement, and branded elements to immerse users in the whimsical world of the Bonobos Critters. Each character was brought to life through thoughtful animations, expressive imagery, and playful interactions — all designed to reflect the collection’s personality and charm.
Performance
Post-Launch Results
40k page views
Orders: 1,271 (3% of total orders)
Sales: $166k (1.5% of total sales)
Paid Social drove the highest volume within Paid Channels
New Customers were 27% of Critter orders vs total contribution of 24%