Jacamo became famous through campaigns featuring Johnny Vegas and Freddie Flintoff, focusing on a plus-sized specialism which represented a clear growth opportunity. However, this had started to pigeonhole the brand and caused a decrease in consideration.
With a long-term aim of becoming the UK’s number 1 inclusive fashion platform for all men, we had to get consideration rising again among 25-34-year-old men that were core to growth.
Our men weren’t refreshing their wardrobes for fun; they were on a mission to buy clothing for the things in life they were interested in.
It was these interests that truly defined them and dictated their identity, setting them out as no average Jack.
We reconsidered every touchpoint of the brand through the lens of a mission shopper.
Tailoring comms
Across LADbible’s owned channels we put out a call for not-so-average Jacks, resulting in Jacks with a vast array of passions, from music to baking to football and much more.
Working with LADbible we created a content series focused on our Jacks; their passions and the clothing missions they find themselves on as a result.
Comedian Jack Skipper talked about how to deal with hecklers whilst discussing what he would wear to a big gig, whilst DJ Jack Mudd created a popping track for a popping club night.
Every ad was fully shoppable, allowing our audience to buy as the content played or directing them to the range on the Jacamo website.
Tailoring the shopping experience
8/10 men dreaded trying on clothes in the changing room. We brought the changing room to them through a fully immersive, augmented reality ‘magic mirror’ on smartphones. Allowing men to try on clothes digitally at home and easily click to buy.
We brought specific items that related to each Jack together on-site to create easy-to-navigate collections that aligned with their passion points and style.
One thing we found with all our Jacks is they suffer from drops in confidence at times. We created a new co-branded product with LADbible, Lucky Socks. They may seem like just accessories, but their power goes beyond mere fabric. Slip them on, and suddenly you're armed with a secret weapon against life's challenges.
19%
increase in consideration scores for men who had previously been turning away from the brand.
10%
increase in purchase intent amongst men aged 25-34.
The approach had a huge impact – 38 million people watched the content, 24,000 clicked on the Jacamo website and over 2.3 million used the AR feature to try on clothes at home.
Reframing our approach around missions saw an increase of 7.2% in on-site conversion rate and a 12% increase in average order value.
Consideration scores for men who had previously been turning away from the brand saw a massive increase from 8% to 27% (amongst men 25-34) and purchase intent doubled to 20% (men 25-34).