Before Christmas 2022, George Menswear hadn't communicated to a male audience. Drawing from our insights, it was clear that men's perceptions of supermarket clothing differed significantly from those of women. A traditional lifestyle campaign wouldn't resonate with a brand experiencing low engagement among male shoppers. We realised the need for captivating, tailored entertainment.
What role did a Prime Minister's resignation play in shaping our innovative approach?
Before Christmas 2022, George Menswear hadn't communicated to a male audience. Drawing from our insights, it was clear that men's perceptions of supermarket clothing differed significantly from those of women. A traditional lifestyle campaign wouldn't resonate with a brand experiencing low engagement among male shoppers. We realised the need for captivating, tailored entertainment.
What role did a Prime Minister's resignation play in shaping our innovative approach?
Analysing media trends showed a decline in men's lifestyle outlets, confirming the need for a content-first strategy. With the winter World Cup approaching, we spotted a chance to connect via football. Liz Truss's resignation, alongside a flood of Sam Allardyce memes at Number Ten, highlighted our golden opportunity: Big Sam in a Christmas jumper became our campaign centrepiece.
To hijack the World Cup fan conversation and news agenda, we launched a reminder service for fixture gaps, ensuring men didn't forget Christmas essentials. From ordering trees to Christmas Jumper Day, all advice came uniquely from Big Sam, the only England manager with a 100% win record. This wasn't a fashion campaign; our goal was simple: halt the scroll with Big Sam. The result? The campaign reached 7 million social impressions and a 27% engagement rate, boosted by organic PR from online fan chats.
Pangaea 13's expertise across social media, PR, and content production offers a truly distinctive approach that elevates our activations to the next level. We have collaborated on content strategy and production for existing creative platforms, as well as devising and executing new campaigns, such as the menswear activation. The strategy was thoughtfully developed, with creativity tailored to today's modern man, all executed and planned beyond expectations. Big Sam in a Christmas jumper was the creative inspiration, and they took it further than we could have imagined.
