By starring Erika as the model for both male and female styles, JC & Crocker wanted to inspire creativity and confidence as they set out to break boundaries within the fashion industry. A new owner with expansion plans but tight marketing budget made JC face the battle of the past decades decreased sales and the fact that it’s no longer perceived as the cool, progressive and rebellious youth-brand as it was before – something this campaign was made to re-vitalise. Determined that idea-based campaigns serves a role in the streamlined communication trends in fashion industry. Lead by a 2-step PR strategy the campaign spread world-wide and was celebrated as ground breaking. Shared by role-model celebs and people of all ages, genders and ethnicities. In-store Crocker sale up 18,5% online traffic 60% online sales 139%. The campaign was picked up by all major media in Sweden (being that week’s “most clicked” on several of them) and started on-going discussions in media and in peoples homes. Over 100million media impressions, ad-value of 6-10 million (Jung 04/14). Youtube over 500k.
I en bransch som fortfarande bygger på tillhörighet och utseende fick ett varumärke miljontals människor världen över att släppa sargen och tänka ”whatever”. Det krävs mod att ifrågasätta gamla ideal i sin egen bransch och på riktigt förändra tiden vi lever i. Ett mod som är väl värt sitt guldägg.