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Jack & Jones

Jack & Jones

Omni Ambassadors

Omni-ambassador goal:

You can list the usual marketing parameters like generating store traffic, social content, hashtag ownership, building brand awareness, preference and loyalty within a hot target group, as well as showcasing content on the in-store walls and order-in-store tablets, or rating store experiences and even generating sales through affiliate ambassador-webshops.

However, what it’s really all about, is supporting the local stores. Giving them life, heart and soul. Grit, personality and a strong scent of men’s comfort zone. And who doesn’t want to be part of that – and buy into that?

Omni Ambassadors

We have borrowed the word ‘omni’ from ‘omnipresent’. Meaning, universal or being present everywhere. Therefore, an omni-ambassador is not an ‘one night only’ ambassador. He has deep ties with his Jack & Jones store. Vice versa, Jack & Jones does not just look at their omni-ambassador’s post once. No, they give it life and relevancy across touchpoints.

Reasons why
Jack & Jones is part of Bestseller, a fashion group with thousands of stores around the world. So, in a world where retail close-downs are a harsh reality, they realized that in order to win, they needed to do something differently. They needed to own the digital space.

Research shows that Generation Next doesn’t look at the products in store, as much as they look at who is in the store. If they can reflect themselves in those people, they deem the store cool (Martin Lindstrøm, Danish author and Time Magazine Influential 100 Honouree).

So, we needed to get cool people into the stores, start talking about their experiences and share it on social media. We needed an army of hyper-local Brandheroes to put the stores on the map – literally.

Jack & Jones stores

These are the current numbers of omni-ambassadors connected to Jack & Jones stores:

  • 18 countries and counting
  • 500 stores
  • 5 local ambassadors for each store

Finding the right match With Jack & Jones constantly opening stores, Brandheroes continuously search for the best ambassador match for each store. Every day, new cool guys are connected to the brand via the local stores. The selection process follows the general Brandheroes campaign process including utilization of algorithms, audience reports and brand-fit test by a trained human eye. However, this is not just a campaign. This is a match for an ongoing relationship.

Interactive Stamp Card
Each Jack & Jones ambassador gets a custom-built digital stamp card (imagine the card you use in your favourite coffee shop. We have digitalized it)! Now, imagine this; a Jack & Jones ambassador – we’ll call him Max – has his own personal stamp card app, which is automatically filled in every time he shares a #jackandjones post on Instagram. When Max has shared four posts, he goes to his Jack & Jones store, shows his stamp card to the store manager and chooses a new outfit for his next four posts. That’s what we call fresh, current and enticing content!

Store experience
You might see Max’s posts in the store, on the walls and on the tablet, where you can place orders together with the sales assistant. It’s nothing new showcasing user generated content in store, but it works – it inspires, it’s relatable and makes people feel at home. And, most importantly, it shows who else shops in the store (back to what matters to a Gen Next).

But we take it even further. Every time Max goes to the store, he rates the store experience on his app. Meaning that the Jack & Jones Head Quarters can follow the customer experience in each store. We call it a happiness barometer.

MyStore
Max and his omni-ambassador friends have between 500 and 25.000 highly engaged followers, who know their fashion. They want a piece of what they see, and they are not the types who shop around to find it. They want it fast and easy – with one click. Therefore, we will equip the omni-ambassadors with their own webshop – making it possible for Max’s followers to shop his Jack & Jones posts.

This way Jack & Jones will have hundreds of small shops driving traffic and sales to their main website. And, it’s managed by the coolest guys and girls within their target group. What’s not to like?

All in all, this is an impactful and cost-effective way of increasing brand-heat, generating traffic to the stores and build sales. Jack & Jones are happy with the results. But don’t just take our word for it. Here’s what they say about their Brandheroes collab:

To us, what is special about working with Brandheroes, is not only the influencer service and support, but also the continuous advice on digital developments within retail. That’s the reason why we collaborate with Brandheroes on global omnichannel roll out for all of our stores – with an anchoring in our local heroes

Henning

Omni Channel Manager, Jack & Jones

“What really makes a huge difference for us is that the Brandheroes we activated are the type of customers we always wanted in our stores, but struggled to get in. It’s the coolest bartender, the football player and the hot DJ… Now, they are in our stores, they are our customers and they proudly wear our brand around town.”

Stefan

Country Marketing Manager, Jack & Jones

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Primark

Primark

Hyping a store opening

Campaign goal

Create awareness around a new store opening, social content and generate targeted traffic to the store.

Campaign details

The global fast-fashion retailer Primark teamed up with Brandheroes to create awareness around a new store opening in Boston, US. They wanted to engage their target group, add a little extra cool and create social content as well as take ownership of the hashtag #PrimarkUSA

27 influencers from Boston were carefully selected and casted. First, by using audience reports to ensure they had a good following from the Boston area and that the followers had an interest in fashion. Secondly, by a trained brandhero eye to ensure the influencers had a brand-fit with the Primark brand – and could add that extra cool to the brand via their interpretation and styling of the products.

The brandheroes were invited into the store to shop for 150 USD. This way they could select and curate their own outfits – as the 27 profiles had wonderfully different approaches to the Primark styling. They shared these creative and personal interpretations through two and three posts during the campaign.

The 27 brandheroes were true micro-influencers with between 1.200 and 32.800 followers, and a combined following of 232.250 people. They posted in total 60 beautiful and creative images, which amounted to an astonishing average engagement rate of 12,2%, where the best engagement rate for one post were 32,7%.

Primark, the brand itself, has 5.1 million followers on Instagram, but their average engagement rate is 0.5% and the best engagement rate for one post is 1.6%. They were super happy about the results – they fulfilled the goal, built nearly 5000 #PrimarkUSA hashtags in the go, but also gained some really cool customers in the process.

 

Location

Boston, US

Influencers

27 local micro-influencers

Posts

60 posts in total

Followers

Total combined followers: 232.250

Reach

Total reach of all posts:
489.500

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Engagement

Total engagements: 59.719
likes and comments

Engagement rate

Average engagement rate: 12,2%

Duration

Full-service model over
1 weekend

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Warner

Warner

Hyping events

Campaign goal

Create awareness and hype around concerts and happenings

Campaign details

Warner Music collaborated with Brandheroes across a variety of events in 2016 and 2017 to create awareness and hype around concerts and happenings. For them, it was equally important to create content around the events that both reflected the moments and stored it in the digital memory, as well as, giving body and emotions to the hashtags surrounding the events.

Warner Music is a creative and artist-focused music company that houses international mega stars as Major Lazer, Ed Sheeran and Coldplay as well as upcoming artists as Zak Abel and Benjamin Rihan.

The company invited selected Brandheroes with a love for music, and their plus one, to concerts and festivals in exchange for the experience, which they documented and hashtagged.

Warner Music transformed local music lovers with influence —regular people rather than celebrities— into ambassadors for their events, and thereby leveraged the power of personal, trusted recommendations to explode their audience base and spread the word like wildfire.

The results? Increase of Warner Music’s social engagement by more than three-fold.

Location

Copenhagen

Influencers

15 local micro-influencers

Posts

29 posts in total

Followers

Total combined followers: 72.772

Reach

Total reach of all posts: 138.048

w

Engagement

Total engagements: 10.682 likes and comments

Engagement rate

Average engagement rate: 9,2%

Duration

Full-service model over

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Rains

Rains

Hyping a store opening

Campaign goal

Create hype around a new store opening and generate targeted traffic to the store.

Campaign details

 RAINS is a Danish cult outerwear brand that has won the functional fashion space within just a few years and has grown into an accomplished International aspirational brand, opening stores around the world. Brandheroes collaborated with RAINS to create awareness and hype around the store openings.

An example was the store opening in Copenhagen, where 15 local influencers were carefully selected to harness local hype. They received a rainwear product and snapped photos with the rainwear, each in their own, creative style. The local influencers were also invited to the store opening, together with their friends, sharing the news and buzz with the target group. They all had different approaches to the Rains styling and each shared cool, authentic interpretations through two posts during the campaign: one before the store opening – announcing the happening – and one after.

The 15 influencers reached 138.048 people on Instagram where they posted 29 inspiring pictures in total. This amounted to an average engagement rate of 9,2%, where the highest engagement rate for one post was 23,1%. In addition, 1.600 people on Facebook showed their interest in the store opening and more than 1000 people attended on the opening night.

RAINS, the brand itself, has 123.700 followers on Instagram with an average engagement rate of 1,2% and the best engagement rate for one post is 2,4%. So, they were very happy with the campaign results. For them, it helped put their store on the map – in a digital-meets-physical impactful and cost-effective way.

Location

Copenhagen

Influencers

15 local micro-influencers

Posts

29 posts in total

Followers

Total combined followers: 72.772

Reach

Total reach of all posts:

138.048

w

Engagement

Total engagements: 10.682
likes and comments

Engagement rate

Average engagement rate: 9,2%

Duration

Full-service model over 1 day
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Pieces

Pieces

Supporting local store openings

 

Campaign goal

Create awareness around a store opening, hype and attendance at the opening event.

Campaign details

Brandheroes collaborated with Pieces, a Danish fashion brand for women, for the re-opening of their store in Den Haag, Holland.

16 local micro-influencers were selected and casted. Firstly, by using audience reports to ensure they had a good following from Den Haag area and that the followers were interested in fashion. Secondly, by a trained brandhero eye to ensure the girls had a perfect brand-fit with the Pieces brand.

The local brandheroes first posted an image with Pieces styles before the store opening, to create brand awareness and announce the opening. Then they attended the opening of the store where they shared an Instagram post and a story.

The 16 brandheroes had between 850 and 33.000 followers with a combined following of 55.946 people. They posted in total 34 images, which had 141.576 impressions and 17.685 likes and comments. This amounted to an astonishingly high average engagement rate of 18,9%. One of the brandheroes, @sanguineradier, had engagement rates of 35,1% and 40,9% on her two posts. Now, this is what we call superhero magic!

Pieces continue to collaborate with their brandheroes in Den Haag and have already used other local brandheroes for store openings in different cities in Europe. For them, it surely puts a store on the map.

All in all, this an impactful and cost-effective way of creating a buzz around store openings.

Location

Holland

Influencers

16 local micro-influencers

Posts

34 posts in total

Followers

Total combined followers: 55.946

Reach

Total reach of all posts:
141.576

w

Engagement

Total engagements: 17.685
likes and comments

Engagement rate

Average engagement rate: 18,9%

Duration

Full-service model for a shop opening

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