Jacamo x LADbible Group

No Average Jack

Background

Jacamo has a legacy as a ‘big and tall’ brand and so it has struggled to gain cut-through as a straight-talking fashion brand for men of all shapes and sizes.

Idea

Our ‘No Average Jack’ campaign assembled a diverse cross-section of men with unique stories and interests who all happened to be named Jack.

We showcased these Jacks in engaging content that resonated with our audience’s passions. They became synonymous with Jacamo, using their wit and personality to demonstrate how the brand is ideal for any occasion.

Finding our Jacks

2ND MOST COMMENTS EVER

Compared to 2,697 other branded Instagram activations across LADbible Group-owned channels of all time.

+89% IMPRESSION OVERDELIVERY

This post delivered an extra 1.2 million impressions over our benchmark.

1.9% ENGAGEMENT RATE

Sometimes it's a simple act of tagging that entices the audience to participate, with 48,845 Engagements.

Meet the Jacks
Jacks in our content

Each Jack teaches their passion-driven skill to our audience.


Jacks in our content

The Jacks express their opinions by debating various hot topics.

Jacks in our content

Two Jacks come together, as one Jack teaches the other their skillset.


Jacks in our content

Providing our audience the opportunity to shop what the Jacks are wearing through shoppable social and immersive AR filters.

One final surprise

The final piece of content: making a Jack’s ultimate dream come true.

In a full-circle moment, we returned to our original ‘Tag a Jack’ responses to find one last Jack to surprise. Our research revealed an incredible find, a Jack whose Instagram bio simply read: “Haven’t achieved much”.

That made us think, what could we challenge him to do that would be worth telling his mates about? That’s when we turned to a friend in Paddy ‘The Baddy’ Pimblett to help our Jack out.

Creative Director:

Dai Roberts


Creative:

James Roberts

Joseph Friend

Carol Bailey


Creative Producer:

Alex Boultwood


Immersive Lead:

Alex Burnet Ward