Jacamo

Real Man Runway

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THE PROBLEM

It’s just for fat blokes isn’t it? How do you broaden the appeal of Jacamo without alienating the core customer?

THE STRATEGY

Jacamo Champions Real Men – speak to men of all shapes and sizes by becoming the champion of the male body, in all its glorious forms.

THE IDEA

Real Man Runway – the search for a more realistic face and body of Jacamo.

A three-month programme fuelling conversation in media and on social channels with headline-grabbing research and a first-of-its-kind search for the new face and body of Jacamo, led by brand ambassador Freddie Flintoff.

The campaign lived beyond a simple competition; it was able to extend throughout the season, inform Jacamo’s growth strategy and change internal behaviour. As a judge, Group CEO Angela Spindler gained valuable insight from working closely with the target audience; she was in a position to ask contestants what they felt was lacking in the male fashion industry and what they want and need from the Jacamo brand. Ultimately, by understanding their concerns, Jacamo was persuaded to use more real men on its website and in advertising campaigns. Winner included, five finalists out of 20 have now featured in fashion campaigns on the Jacamo website.

It’s also created a purpose which has seen a group of RMR finalists ‘leading from the front’ by protesting alongside Jacamo at London Men’s Fashion Week, carrying placards demanding ‘Fashion for Everyone’.

BUSINESS IMPACT

£14.5M

Coverage during this period led to uplift in sales revenue

£288,000

Sales revenue averaged per day during 10 days of coverage – 48% up from 10 days prior to coverage

PRMoment Winner

Best Retail & Fashion Marketing Comms Campaign 2017

Inspired ASOS

Retail competitor replicated the Real Man Runway male model competition

MEDIA IMPACT

37

Pieces of coverage

£0.50

CPM

101M

OTS

SOCIAL IMPACT

600+

Entrants via social media channels, generating strong user-generated content

5.5M

Twitter impressions of the hashtag & mentions of ‘Real Man Runway’

4M

Website visits during campaign period

67,000

Reach of top Facebook post

CLIENT TESTIMONIAL

  • The Real Man Runway campaign was based on strong strategic insights. Not only did M&C Saatchi PR help to deliver a thorough and seamless event, they smashed all set media KPI’s. No corners were cut when it came to the event planning, ensuring that all finalists had a brand experience to remember… and as a result we still work with many of the entrants across a number of projects… 18 months on from the campaign. The team certainly went above and beyond to deliver an award winning campaign that told our brand story perfectly and got customers, competitors, colleagues and stakeholders talking.

    – Jenni Bamford, PR Manager (Jacamo), N Brown Group
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