N Brown Group launches content partnership with Ladbible Group

UK digital clothing retailer, N Brown Group PLC, has launched a partnership with Ladbible Group, the youth publisher that reaches a billion young people per month. In a deal negotiated by the7stars, Jacamo, N Brown’s leading menswear brand, has agreed a 10-month content partnership with the publisher to launch its new campaign ‘No Average Jack’.

The partnership sees Ladbible create several content streams for Jacamo that celebrate the stories of everyday lads in an honest and down to earth way. Understanding there is no one-size-fits-all man, the partnership aims to inspire real men to embrace their uniqueness, by featuring a bunch of not-so-average Jacks, showcasing their passions and skills.

In each stream, Jacamo provides the style inspiration, and Ladbible distributes the content across its social channels in a fully shoppable cross-channel format. Ladbible Group also plans to launch a TikTok shop for Jacamo, introducing a fully immersive augmented reality try-on filter, alongside new co-branded products to allow customers to experience the Jacamo brand in a completely new way.

“Our new partnership with Ladbible Group not only raises awareness of the Jacamo brand among the platform’s huge following, but reinforces our commitment to inclusivity, celebrates the uniqueness of men and challenges stereotypes,” said Sarah Welsh, CEO Retail at N Brown Group, said. “As we entered 2023, we focused on resetting our marketing approach to help connect on an emotional level with the people that already know and love our brands, and those that are yet to discover us. We are truly excited by the brilliant campaigns we are rolling out across each brand this year and are delighted by initial reactions to these.”