The Brief

Jigsaw have something to say and provide a different viewpoint to the typical fashion campaign. People don’t need another fashion brand. They need a brand that is willing to stand for something. Their AW17 campaign needed to reflect their values as a brand and question the rising isolationism, fear and intolerance that has been observed recently. They developed the proposition, ‘fashion is better without borders’.

We needed to deliver a campaign that reinforced that proposition. We needed to position Jigsaw as a brand that is willing to stand for something that is truly global, multicultural and British. We also needed to reach new audiences, challenge perception and create an emotional connection. Ultimately, we needed to get Jigsaw talked about with a modest budget.

What we did

We used a combination of print, outdoor and digital media to reach a new Jigsaw customer. The media was built around a balance of news sites, lifestyle, fashion environments and social media.
We ran an Oxford Circus Underground domination, reaching 3.5mil people over 2 weeks, emblazoned with a pro-immigration manifesto and fashion photography.

Print focused on a news environment, with DPS ads running in the Evening Standard, the Guardian and the Observer the a ‘♥immigration’ manifesto front and centre. We also ran a homepage takeover on The Times on launch day. The campaign then ran on the lifestyle section and across the Guardian for the next 3 weeks. We also targeted people on mobile via MOBKOI across a site listing of premium news, fashion and lifestyle sites.

Finally, we knew social media would be key to creating debate around the campaign and reaching a new audience, so we ran Facebook and Instagram canvas adverts.

The Results

The A/W campaign products had an uplift of 87% online for the week or launch.

The campaign went truly viral and the message travelled internationally (50% of social commentary from outside of the UK). 16K mentions across social channels with delivered 50M impressions. Social media commentary was over 90% in support of our stance.

The manifesto Instagram post was Jigsaw’s most engaged post ever, gaining over double the previous most likes from a post. Their social media engagement went up 248% the week the campaign launched.

We generated a huge amount of earned media. We received endorsement and support from MP's, fashion industry, celebrities, charities, humanitarian groups, models, artists, bloggers, journalists and even the Major of London, Sadiq Khan.

The campaign was covered by 19 individual publications with a total audience of 241mil. National news print coverage included a double page spread in the Evening Standard, page in The Daily Telegraph and a page in the Observer print, total circulation 1.7M. Huffington Post even created a video of immigrants to the UK, voicing their views on the campaign.

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