No Average Jack

Client: Jacamo

When you think of Jacamo, you might recall the old adverts with Johnny Vegas and Freddie Flintoff. Whilst 10 years ago this was quite revolutionary, Jacamo needed to evolve the way the brand was seen.

Fast forward to today, 75% of men have no idea what Jacamo stands for. By partnering with LADbible – the number one content platform globally for millennials and Gen Z, they discovered what truly made their target audience of young men tick. Using LADbible Group’s youth focused research panel, LADnation, findings showed that 81% of young men don’t care about the latest fashion trend and 8 in 10 men don’t like trying clothes on in changing rooms, this presented an opportunity. 'No Average Jack' was a year-long partnership that gave young men a chance to hear from people like themselves. The hero activation was an immersive augmented reality Snapchat filter that allowed men to try on garments of clothing and shoes from Jacamo’s inventory which could then be purchased directly via the Jacamo website with a push of a button. A Magic Mirror DOOH experiential unit in East London meant people could virtually try on our clothes. The result? The average time spent with our Snapchat lens was just under 20 seconds, resulting in 132.7 days’ worth of dwell time, and 2.3M using the filter to try on clothes at home. And as a result of the partnership so far, traffic to the Jacamo website sky-rocketed 92% YOY versus its key competitors.