Boodles X Misbehaviour Case Study
Introduction
Eleven ensured that Boodles jewellery was placed throughout Misbehaviour. Pieces can be seen being worn by Keeley Hawes and Leslie Manville’s characters extensively.
Misbehaviour premiered world wide on the 9th March at the Ham yard hotel. It was attended by Keira Knightly, Gugu Mbatha Raw, Keeley Hawes, and the film’s Director Philippa Low thorpe.
In a partnership brokered by Eleven to celebrate the film’s release and the jewellery brand’s extensive involvement throughout, Boodles ran digital activations over the last week of February and first 2 weeks of March.
Product placement
Leslie Manville and Keeley Hawes’ characters wore Boodles jewellery throughout the film. This made for a strong and meaningful foundation from which Eleven were able to build an effective partnership that drew attention to the pieces and utilised Boodles’ digital channels to celebrate the film’s release.
Partnership announcement through social media
Boodles announced their partnership through their social media channels a sharing the a bespoke Misbehaviour trailer with Boodles branding throughout. The announcement included the release info as well as names some of the collections worn by Keeley Hawes and Lesley Manville throughout the film. This reached their following of:
46.9K on Instagram
11.5K on Facebook
13.5K on Twitter
Social media static posts
Boodles shared stills from the film on their social media of Keeley Hawes and Lesley Manville wearing their jewellery on screen. They then included the names and close-ups of the pieces worn. The posts included tags for the official Misbehaviour page, the actors’ own social media, and the Boodles Jewellery page.
Social media stories
Eleven secured exclusive stills from the film for Boodles to share accompanied by release information and posters across their social media stories for their followers. This was framed with Boodles’ logo and messaging - ‘Boodles presents…’
Paid-for social media posting and competition
Sponsored social media posts were taken out by Boodles in order to target audiences for both the film and their jewellery. This was accompanied by an official competition to win two tickets to see the film and a Q&A with its director Philippa Lowthorpe to celebrate International Women’s Day.
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