Soshell, the digital marketing agency responsible for all of Joshua James Jewellery’s marketing materials taps into new audiences after organising a collaboration between the brand and award-winning body confidence advocate, Jess Megan.
The jewellers, who have seen tremendous growth over the past decade, worked with Soshell to compose a thought-provoking social media campaign in aid of raising awareness and funds for the charity of Beat.
With previous success from social media campaigns that saw the brand generate immediate growth and visibility, Soshell decided to combine the jewellers’ regular charitable activities with an inspirational message.
A message that speaks to all women to forget the standards set by modern societies perception of beauty. This collection was designed to inspire and empower women to feel their best selves, no matter their dress size.
Jess Megan, a renowned campaigner for body confidence, has a social following of over 510K and has previously been the face of several PR movements in order to educate women in feeling confident and comfortable in their bodies. Her involvement in this campaign was to design and advertise an exclusive collection of pendants and bracelets and promote these on her expansive platform.
Jess worked closely with the marketing and design team, deciding on impactful designs, that she felt would resonate with her audience and the important message we wanted to convey with the campaign. These designs were then engraved in-house onto pieces from Joshua James’ brand new Signature Collection, creating the UK made collection, using ethically sourced materials and conveying a meaningful message.
Within the first 24 hours of the campaign, the collection’s landing page saw more traffic than Joshua James’ top-performing brand had seen in the whole month of January. Additionally, the brand has managed to sustain engagement and new followers on Instagram, tapping into international audiences. Ad channels also generated a 90% increase in reach, allowing the business to tap into new audiences.
“The Joshua James X Jess Megan Collection launch was the brand’s most successful influencer collaboration over the past year. Social engagement figures have seen an incredible escalation from 0.2% to 33% on Instagram alone. I feel as though combining such a compelling campaign theme with the goal of raising money and awareness for a nationally recognised charity is the main contributing factor to the success seen for Joshua James.
This will certainly inspire future campaigns in order to continue fundraising efforts and appeal to audiences outside of JJ’s main targeting.” Shannon Mugford, SEO & Content Executive @ Soshell
The collection consists of 12 pieces to choose from, manufactured in the finest materials including 925 sterling silver and Fairmined gold & rose gold plating. The first design concept consists of a full body line drawing with ‘Stop sucking it in’ on the opposite side. The second holds a motif of a female bum with the quote ‘You’re a peach’. 20% of all revenue from this collection will be donated to the charity Beat on an ongoing basis.
For more information on how Soshell can organise and implement an influencer marketing campaign for your brand, head over to their website.
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