Creating a call to craft on Instagram with Jameson Whiskey Creating a call to craft on Instagram with Jameson Whiskey
US, UK, Germany, Japan

Creating a call to craft on Instagram with Jameson Whiskey

US, UK, Germany, Japan

We blended the spirit of Jameson with the craftsmanship of artists as part of a creator-led collaboration for the ages.

The brief

Jameson Whiskey tasked us with an Instagram campaign to support the launch of a major collaboration with US workwear brand Dickies. The content needed to highlight the craftsmanship of the garments in the collection while encouraging creativity and fans’ active participation.

The results

5.6m total views
3.8m total reach
62k+ engagements
700+ comments
1.65% ER

Our solution

We rolled out a creator-led Instagram Stories campaign, collaborating with talented artists from four different markets: the US, UK, Germany and Japan.

Meet our creators 

D’ana (US) @itscovl

COVL is a Puerto Rican multidisciplinary artist hailing from Miami, Florida. COVL has collaborated with top brands such as Nike and Meta, and art directed and designed for the Netflix series “Never Have I Ever”. She had her first solo show this year.  

Armah (Germany)

A multidisciplinary artist living and working in Hamburg, Armah’s artistic roots lie in street art and graffiti. RAW (rhythm and writing) is a style used frequently in his art.

Doddz (UK) @doddz

Doddz is an award-winning Augmented Reality (AR) artist from the UK. His mission is to spread positivity through uplifting experiences, and he’s worked with some of the biggest brands in the world to bring AR activations to a worldwide audience.

Mamimozi (Japan) @mamimozi

Fusing the visual language of graffiti, a product of hip hop culture, and traditional calligraphy, MAMI has established her own sense of style – ʻCalligraf2ity.ʼ Through her solo exhibitions and performances, her unique expression has circled the globe, starting from her home in Japan to over 40 countries.

We asked each of our creators – coined modern makers – to customise a piece from the Jameson x Dickies collection in their distinctive style, creating something truly unique. They documented the crafting process via Instagram Stories and collaboration posts, sharing the journey with Jameson fans from concept to finished product.

We supported this with paid media, utilising lookalike talent audiences to ensure our paid budget was working hard by reaching people likely to have an affinity with this type of content.   

At the core of the campaign was an interactive experience. More than just a broadcasting channel, we used Instagram Stories to create a two-way dialogue between the artists and their audiences, giving people the chance to directly influence the crafting process through Polls, Slider Stickers, and replies.

“SocialChain was able to bring our Crafted Together collaboration with Dickies to life on a global scale in a completely platform-native way. The Call to Craft campaign is a celebration of craftsmanship – something that’s deeply embedded in Jameson’s core brand values – and this is captured in the one-of-a-kind garments customised by our four modern makers and shaped by Jameson fans through the power of collective creativity. Together with SocialChain, we not only created unique pieces but also an immersive experience that resonated with our audience, with extremely strong results.”
Tara Duggan
Global Content & Digital Marketing Manager
Jameson Whiskey
Share on social

Fancy another one?