N Brown Group Plc has announced that its leading, inclusive menswear platform, Jacamo, has launched a new partnership with viral publisher LADbible Group (LBG).
Jacamo’s new, long-term content partnership, facilitated by media agency the7stars, will see LBG create engaging video content and wider campaigns focused on passions and skills, with every featured look completely shoppable at Jacamo online.
LADbible Group will be launching a TikTok shop for Jacamo, introducing a fully immersive augmented reality try-on filter feature, and launching co-branded products making customers experience the Jacamo brand in a completely new way throughout the shopping experience.
Jacamo’s decision to partner with LADbible Group reflects the brand’s commitment to building meaningful relationships with existing and target customers, centred on passion and elevating its use of digital content.
The approach seeks to connect with Jacamo customers on an emotional level, celebrating the uniqueness of every man and enabling them to showcase their individual styles. The campaign will feature ‘everyday’ men with a diverse range of interests and styles, reflecting the rich variety of styles available at Jacamo which make it easy for customers to build confidence in their wardrobe and create the looks that best represent them.
Across the Group, N Brown has rebalanced its media investment in favour of mid and upper-funnel activity to drive brand awareness and performance. At JD Williams, the brand is taking a stand against the ‘invisibility’ of mid-life women, celebrating their relevance, roles and individuality. The latest campaign delivers a bold new creative approach championing diverse and relatable midlife women through the lens of JD Williams’ fashion lines.
Finally, at Simply Be, the brand has landed a digital-first campaign backed by relevant influencers – its five ‘fit muses’. The focus is entirely on fit and the emotional response has been “brilliant.” There’s more to come in 2023, with a major podcast series just around the corner – a first for the brand.
Sarah Welsh, CEO retail at N Brown Group, said: “We are on a journey to ensure our inclusive core brands are truly loved by our customers. After years of serving the underserved, we know our consumers better than anyone else, meaning our product offer is more relevant than ever and its time we shouted about that.
“Our new partnership with LADbible Group not only raises awareness of the Jacamo brand among the platform’s huge following, but reinforces our commitment to inclusivity, celebrates the uniqueness of men and challenges stereotypes.
“As we entered 2023, we focused on resetting our marketing approach to help connect on an emotional level with the people that already know and love our brands, and those that are yet to discover us.”
Jack Cowin, director of client solutions at LADbible Group added: “We have a unique understanding of Jacamo’s target audience. We know what they like to do, how they like to shop, and the choices that affect their spending. We get them, and how they live their lives, making us the perfect partner for Jacamo at this exciting time in the brand’s journey.”
