AWARDS
Shortlisted for three Campaign Media Awards (TBC final outcome on 18th April ‘24):
Branded Content, Social
Product Innovation
Fashion & Beauty
THE CHALLENGE
Jacamo is a brand that launched 15 years ago with an original focus on making male fashion accessible to all sizes. They have retained some legacy negative perceptions, seen as ‘plus size only’, and not seen as cool, trendy or culturally relevant.
They wanted to shift perception, to get men to feel like Jacamo understands who they are, and is the fashion retailer for them. We were tasked with developing a partnership campaign that demonstrates that Jacamo understands men and their lives; shows that Jacamo can deliver a good fit for all men (whatever the occasion & whatever his build); and connects Jacamo to the emotional benefit of feeling good in clothes, not looking perfect.
THE WORK
And so we launched No Average Jack. As Jacamo’s key partner in 2023, we developed a campaign that re-positioned the brand and re-connected Jacamo with the every day man. A campaign that inspired the real men of the UK to embrace their uniqueness by showing how their individual passions are reflected in their style.
To do this, we assembled a diverse cross-section of modern men all with unique yet popular passions… and all called Jack. We deployed our Jacks in a variety of content and activations that tapped into LADbible’s audience's passions. And we ensured that they were wearing Jacamo clothing that suited their interests and character.
We developed three key campaign bursts, which included 38 pieces of content in total - from IG reels & stories to AR filters, and utilising a creator strategy. The last piece of content, linked above - Day Dreaming Jack - was a culmination of the campaign, designed to take a very ordinary Jack and make his dreams come true.
THE RESULTS
+6pp spontaneous awareness
+26pp build consideration
+11pp I can find all the brands & styles that I want
+16pp increase intent to shop