“It seems to me, this brand does really well if you have 20 minutes with the consumer to tell your story.”
                 Charlie O. – brand partner

Challenge

  • Brand slightly unhealthy.
  • Shore up men’s business.
  • Develop global discipline around brand positioning, visual brand language & BHAG (big, hairy, audacious goal).

Goals

  • humanize
  • connect
  • personalize
  • activate
  • actualize

Connect

  • Adjust marketing to ‘long form’
  • Move to 1:1 and 1:among
  • Enable communications among consumers on Jockey’s behalf
  • Leverage “people as media”
  • Embrace a viral mindset

RESULTS

  • Increased loyalty purchases by 23%
  • Subscription conversion rate of 31%
  • Custom publication drove online story interaction
  • Response rate twice that of the industry norm
  • Increased online engagement by 2.5 minutes per page, with page views double the norm.