Bonobos: Customer Intimacy Through Community Development (2010) Stanford Graduate School of Business Case (Aaker and Leslie)
This case describes how Bonobos, an internet apparel retailer, leveraged social media to connect with its customers and prospects. Through connecting directly with customers using social media, the company found that consumers were not only interested in Bonobos’ flagship product, pants, but also accessories. Bonobos used social technology such as Facebook, Twitter and blogs to sell these products and to create a more intimate customer experience. The case describes the company’s spend and the reach and impact of its social media efforts.