The Challenge

Create a collaboration that encapsulates the Joshua James Jewellery brand messaging and provides real value to the consumer. 

Working with their team, who have done a lot of work previously with charities, we identified this as the perfect USP for the campaign and soon came up with a charity angle that the whole JJ team felt passionate about. 

Spreading the messaging of self-love and acceptance with a unique jewellery range in support of an ED charity became the direction of the campaign. We then had to execute the concept successfully.

The Solution

Knowing that macro & micro-influencers alone hadn’t been effective in the past for Joshua James, we knew that the only option was to go big. We knew we’d get a broader reach by choosing a mega influencer. Another condition of ours was finding an individual who didn’t just perceive content creation as a job, but somebody who felt passionate about body confidence and positively impacting their audience. 

After narrowing it down, we set our sights on Jess Megan. As a known TV personality, model and body positivity influencer, and one that uses her writing skills to benefit her audience through inspirational and motivational messaging, we knew she was the right fit for Joshua James. Jess will often speak about her past, how the dieting industry and previous mindset dictated her young life and how much of an unhealthy outlook this is.

Now, she dedicates her time to teaching followers to appreciate their body for what it does—keeping us warm, healthy and able to live a fulfilled life. That’s what drew us towards Jess; her messaging wasn’t just about looking good in the skin you’re in, but appreciating the being you are. 

With the help of a professional spokesperson and content creator whose career surrounds this topic, we worked together to produce two jewellery designs that showcased impactful symbols and quotes. One is engraved with ‘stop sucking it in’ and a female body on the opposing side, and the other with ‘you’re a peach’ with a bottom to match. Jess chose these quotes as they have become common sayings of her own and highly resonate with her personal brand.

With an accompanying information card that holds details on the charity Beat, a cause that 20% of all proceeds went to, and a few lines about Jess and a quote, we gave customers further insight into the theming of the collection. Creating a collection as opposed to donating a lump sum to Beat was the main point of this campaign. All routes we took provided us with longevity rather than a one-off event with limited success.

The effectiveness of influencer marketing highly depends on how you approach a campaign. We ensured that all channels remained coherent and consistent for The Love Your Body Collection. Social posting, blog content and even product descriptions inherited the same tone of voice, offering a compassionate and friendly vibe. 

Additionally, we created a campaign that not only added value to the business, but added value to the consumer’s life—sharing a powerful message, showcasing helplines from Beat and offering a symbol of this positive outlook that can be worn every day. We identified a gap and filled it with The Love Your Body campaign. 

The Result

We were over the moon with The Love Your Body Collection results. By organising this launch, we reached new audiences, advertised our new collection in a new light, and focused on a message that sits close to the hearts of the Soshell & Joshua James teams. To put it into perspective, Joshua James saw the following influencer marketing effectiveness statistics:

Traffic from social channels increased 700% compared to the previous period, following the launch of the JJ x Jess Megan campaign, whilst traffic from other channels decreased. Revenue from social channels increased 306% compared to the previous period, following the campaign’s launch, whilst other channels’ performance remained steady.

Traffic from new users through socials increased 756%, whilst new users increased 13% overall. Sessions from Instagram, where the campaign was launched via Jess Megan’s profile, increased 3122% compared to the previous month. The top landing page from Social Media driven traffic for the month was the campaign collections landing page, with 23,039 sessions. 

The second landing page, in comparison, was the home page, with 711 sessions. We saw 251 conversions on Instagram alone in the month following the launch of the Jess Megan collection, whereas in the month previous, we saw only 7; this is a 3485% increase.

Making for one of the most successful collaborations to date, Joshua James’ social channels, specifically Instagram, saw a significant increase in followers (+637), likes and comments. After running a combined competition for two friends to win a pendant, this pushed the results even further.

Additionally, Jess Megan continued to share her collection through Instagram, especially when Eating Disorder Awareness Week approached. She tied her content in with working in collaboration with Beat through the collection. 

The Conclusion

Ensuring the effectiveness of influencer marketing stayed vigilant in this campaign was down to showcasing a solid message. This renowned influencer spoke deeper than we could and helped us push the importance of eating disorder awareness. Ultimately, the message behind the campaign was what was most important for the brand to push boundaries and really capitalise on its charity efforts.

And by doing so, they have inspired and encouraged their and Jess’ audience to change their mindset that is driven by the likes of the media and society. And instead, embrace the body and person you are. A key message for a jewellery brand that specialises in adding that finishing touch to an outfit, delivering confidence and a way to express individuality.

Influencer Marketing From Soshell

Are you a brand like Joshua James that requires influencer marketing effectiveness? If so, we are here to help. Our team offers an array of skillsets that come together simultaneously to produce marketing campaigns that make a lasting impression. For further information on how we can help you in the world of influencers, get in touch with us today at [email protected].

you may also like…