Jack Wills – Branded Content
Brand: Jack Wills
Summary: Crafted lighthearted, compelling copy across social, web, email and print. Continuous output of branded content that championed its unwavering commitment to quality and embodied the spirit of young Brits.
Impact:
Acted as brand guardian of copy, collaborating closely with marketing and digital departments to produce inspiring stories the audience could engage with.
Analysed and tested email subject lines with AI tech, which increased CTOR from 10% to competitors’ average of 19%.
Created copy for an inspiring style guide (Jack Wills Handbook) that was printed and distributed to over 200,000 loyal shoppers. TOV resonated with Gen Z audience, attracting sales from those dreaming of a summer to remember.
Kept content fresh at zero cost to the company by collaborating with press to generate lifestyle content for the blog, which was repurposed across web, social and email.
