Underwear brand British Boxers were recently offered a good deal on advertising in the Daily Mail. Not being a huge fan of the paper they sent a quick tweet saying that they had declined the offer because “we’ve got values”.
Almost overnight web traffic rocketed and sales followed suit – rising 750%.
The company also gained the kind of consumer engagement and celebrity followers that many big brands can only dream of. Re-tweets by the likes of Rufus Hound, Marcus Brickstocke, Hugh Grant and James O’Brien helped generate over 1 million views of the original tweet.
MD of British Boxers Deborah Price said “This has given us a step change in the size of [our] business, and it has helped us find our voice as a company. We knew we were about Heritage and Quality but we have now added Principled to our brand values.”