Jam Shed 'What's your Jam' Influencer Campaign

The ‘What’s your Jam’ influencer campaign for Jam Shed really was a first stab in the dark at an ‘always-on’ piece that didn’t necessarily have a campaign or new NPD message attached to it, this was all about our influencers enjoying Jam Shed in a way that was truly authentic to them. Whether that’s making an absolute mess in the kitchen, with a glass of something jammy to toast the occasion, winding down with your favourite vinyl at the end of a busy day, snuggling in for a takeaway Friday with your partner…I wanted to show our consumers there’s much more to wine than stuffy cheese pairings!

I recruited a small pool of micro influencers, with highly engaged audiences to do just that. Inspire new and existing audiences a perfectly jammy moment.

Total reach (how many people saw the posts): 14,913

  • Total impressions (how many times it was seen): 17,089

  • Engagement rate (percentage of engagements from impressions): 35.7%

  • CPE (cost per engagement): £0.21

  • Highest engagement rate (note - the average rate is between 1%-2.6%): 59.6%

Micro influencers really do lead the way on engagement within their own follower community. But, this isn’t all by chance, this is all done very strategically, reviewing audience segmentation, locations, genders and selecting content creators who’s following leans closest into our target consumer. And as I get to know the Jam Shed consumer more and more, the more effective I can be with budget and influencer selection.

InfluencersCharlotte Norrisinfluencercampaign, influencers, influencer