Jack Wills: 360 brand transformation
Transforming perceptions and re-igniting a heritage brand to drive record-breaking conversions year-on-year
The Brief
Jack Wills wanted to move away from its preppy past to meet the needs of a new trend-led consumer that fell out of love with the brand. As the brand's first creative agency of record, we were briefed to bring relevance to Jack Wills - supercharging awareness, transforming sentiment and boosting sales.
What we did
We concepted and delivered a number of talent-led 360 campaigns. Alongside TV + print, they captured the attention of our target audience at scale- all supported by reactive social strategies to drive purchase.
The Talent
Cult worked with Jack Wills to produce reactive content to harness trends + virality, supported by a mix of TikTok mechanics such as Hashtag Challenge and TopView ads for maximum awareness, and all driven by a diverse talent network made up of the hottest UK creators.
4.3B
Views on #JustJack
25%
Increase in people searching for Jack Wills
47%
Increase on week-on-week sales
17B
unique users reached
723k
TikToks created using #JustJack
1st
Jack Wills' first-ever award commendation from TikTok