Jacamo Celebrates Stories of Every Man in Latest Campaign

N Brown Group PLC, a top 10 UK digital clothing retailer, has launched a bold new partnership with LADbible Group, the youth publisher that reaches a billion young people per month. In a deal negotiated by the7stars, Jacamo, N Brown’s leading menswear brand, has secured a ten-month content partnership with the publisher to launch their new campaign ‘No Average Jack’. 

Under the new partnership, LADbible has created several content streams for Jacamo that celebrate the stories of everyday lads in a way that’s honest and down to earth. Understanding there is no one-size-fits-all man, the partnership aims to inspire real men to embrace their uniqueness, by featuring a bunch of not-so-average Jacks, showcasing their passions and skills.

In each stream, Jacamo provides the style inspiration, and LADbible distributes the content across their social channels in a fully shoppable cross-channel format. LADbible Group also plans to launch a TikTok shop for Jacamo, introducing a fully immersive augmented reality try-on filter, alongside new co-branded products to allow customers to experience the Jacamo brand in a completely new way.

Chris Gilfoy, CSO at the7stars commented, “We needed to do something different to drive presence, stature, and connection with Jacamo's audience. Rather than doing what fashion brands always do, we implemented a seriously bold approach that will allow Jacamo to stand apart from their competitors and capture the attention of their customer across all the moments that matter throughout the year. 

“The partnership with LADbible reflects Jacamo’s commitment to building meaningful relationships with existing and target customers, centred on passion, whilst elevating its use of genuinely brilliant content. I couldn’t be more excited to see it play out.”

Sarah Welsh, CEO Retail at N Brown Group, said: “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.

“We are truly excited by the brilliant campaigns we are rolling out across each brand this year and are delighted by initial reactions to these.” 

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.”