Montreal-based clothing chain Jacob has enlisted three well-known Canadian personalities–including a social media marketing expert–for its national spring campaign that launched today and includes Facebook ads as well as a contest.
Images of snowboarder Kimiko Zakreski, author and social media strategist Amber Mac, and actress Karine Vanasse will appear in ads online and in-store to support a new 2011 spring line.
Cristelle Basmaji, Jacob’s spokesperson and marketing and communications director, said it was important to pick women who live in various part of the country and work in different fields to reflect the stores diverse consumer base.
The three women also “have personalities and values that resemble our brand and company,” she said. “It’s important for us that every action we do really reflects who we are as a brand and a business.”
“For me, the Jacob brand conveys strength, optimism and drive,“ said Mac, in a release.
After two years of using colour photography in its print advertising, Jacob has returned to black and white except for the tag line, which appears in orange. The campaign was shot in a coffee house which gives it more of a “lifestyle” rather than “editorial” feel, which is more representative of the brand, said Basmaji.
Jacob is also hosting a contest on its Facebook page offering a chance to win a Jacob wardrobe worth $25,000. To enter, customers must register by uploading their profile picture and picking which of the campaign words best describes their personality.
Their entrant’s picture is converted into black and white, and the word appears across it in the campaign orange.
Montreal agencies Cri Agence and Youville developed the concept and Facebook portion of the campaign, respectively.
