Threaded Strangers
The Boys Lie “Threaded Strangers” campaign transforms clothing into personal storytellers using technology. Collaborating with “We’re Not Really Strangers,” the campaign fosters a community valuing personal stories as much as the style behind who tells them.
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PLATFORMS: INSTAGRAM, TIKTOK, AND OUT-OF-HOUSE
INSTAGRAM POST
Photo teaser
A sneak peek photo teasing the collaboration between Boys Lie and We’re Not Really Strangers. The goal is to spark excitement among customers between both brands. The cherub angel on the sleeves and the card game is supposed to tease customers to know what the collaboration is going to be.
CAPTION: Let’s get personal. Boys Lie x We’re Not Really Strangers coming soon #threadedstrangers
INSTAGRAM/TIKTOK VIDEO
TEASER REEL
A video clip showcasing two models wearing Boys Lie and We’re Not Really Strangers merch, subtly promoting their collaboration. The goal is to see if videos reach a wider audience effectively compared to static posts.
CAPTION: We’re not really strangers anymore #threadedstrangers
INSTAGRAM/TIKTOK VIDEO
VIDEO AD
A 30-second video engaging the audience and conveying the brand collaboration campaign’s theme of sharing personal stories. This is to help customers visualize what it’s like to sign up for the “Threaded Strangers” text thread with Boys Lie.
CAPTION: It’s okay to feel. Let it out. Text “Threaded Strangers” to 1-800-BOYSLIE #threadedstrangers
INSTAGRAM POST
CAROUSEL POST
A carousel post featuring friends playing the We’re Not Really Strangers card game in Boys Lie clothing, aiming for a more genuine lifestyle approach.
CAPTION: Let’s play a game. This time, you won’t be the one getting played. Text “Threaded Strangers” to 1-800-BOYSLIE #threadedstrangers
INSTAGRAM STORY
STORY POST
An Instagram story series featuring anonymous responses from the “Threaded Strangers” text thread. This aims to personalize the Boys Lie brand and deepen connections with customers.
COLLABORATION AD
BILLBOARD
A billboard design featuring the We’re Not Really Strangers aesthetic, prompting the new collaboration between Boys Lie and We’re Not Really Strangers located in Los Angeles, California.
COLLABORATION AD
POSTER AD
A poster design featuring the We’re Not Really Strangers aesthetic and the lifestyle of Boys Lie, prompting the new collaboration between Boys Lie and We’re Not Really Strangers located in the streets of Los Angeles, California.
INSTAGRAM REEL
STOP MOTION REEL
A stop motion video featuring friends enjoying a dessert party and playing the We’re Not Really Strangers card game. The goal is to encourage users to sign up for the campaign’s text thread by texting “Threaded Strangers” to 1-800-BOYSLIE.
CAPTION: Enjoy where you are, not where you’re coming from #threadedstrangers.
INSTAGRAM STORY FILTER
STORY FILTER
An Instagram filter for UGC content to post on Boys Lie’s story that chooses a prompt for the customer to answer. They can post this filter on their personal Instagram stories and share their answers to the chosen prompt via photo or video.
INSTAGRAM STORY
RECEIPT DESIGN STORY
An Instagram story featuring the receipt customers receive with their Boys Lie order during the “Threaded Strangers” campaign. The story includes instructions to join the campaign’s text thread, aiming to boost engagement with a graphic story post.