Four story screens: paint tool poll, woman in plaid shirt, dance painting, man in painted jacket; Jameson logo
Submitted by SocialChain

Jameson Whiskey Call to Craft Instagram Stories

Influencer Marketing

SocialChain ran a creator-led Instagram Stories campaign for Jameson Whiskey, with four artists customising Jameson x Dickies garments shaped by fans, recording 5.6M total views.

5.6MTotal Views
3.8MTotal Reach
62K+Engagements
700+Comments

Case in 60 seconds

Jameson Whiskey needed an Instagram campaign to support its collaboration with US workwear brand Dickies, and the content had to show the craftsmanship of the garments while drawing fans into active participation.

The campaign turns on process rather than product, because the client quote places craftsmanship within Jameson's core brand values, so letting fans watch and steer the making of each garment carried that value more directly than a finished image.

SocialChain framed the work as a Call to Craft, casting four artists as modern makers who each customised a piece from the Jameson x Dickies collection in their own style, with fans shaping the result.

Artists from the US, UK, Germany and Japan documented their customisation on Instagram Stories and collaboration posts, taking fan input through Polls, Slider Stickers and replies, while paid media targeted lookalike talent audiences likely to have an affinity with the content.

SocialChain reports 5.6m total views, 3.8m total reach and 62k+ engagements for the campaign, alongside 700+ comments and a 1.65% ER, figures the agency publishes on its own case-study page.

Strategy Breakdown

Jameson fans following the crafting journey on Instagram, extended through paid media to lookalike talent audiences likely to have an affinity with this type of content.
Jameson acts as host to the makers rather than as the maker itself, because the client quote places craftsmanship in the brand's core values and the campaign expresses that value through artists customising the Dickies garments.
Fans were invited to steer the crafting process through Polls, Slider Stickers and replies, so participation came from small decisions inside Instagram Stories rather than from asking people to create content of their own.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • SocialChain

Participation mechanic

  • Fans influenced how each garment was customised by responding to the artists' Instagram Stories through Polls, Slider Stickers and replies, following the process from concept to finished product.

Creator role

  • D'ana (COVL) — creator
  • Armah — creator
  • Doddz — creator
  • Mamimozi — creator

Results & Evidence

MetricValue
Total Views5.6M total views
Total Reach3.8M total reach
Engagements62K+ engagements
Comments700+ comments
Engagement Rate1.65% ER

Why SocialChain's strategy worked

  1. 1

    Handing an audience a live decision in the making of a product, through Polls, Slider Stickers and replies, turns a collaboration launch into a two-way exchange rather than a broadcast, which the page names as the core of the campaign.

  2. 2

    Casting one artist in each of four markets lets a single collection travel through local creative voices rather than one global asset, because each maker brings a distinct craft, from graffiti and calligraphy to Augmented Reality.

  3. 3

    Paid support aimed at lookalike talent audiences extends creator content to people with an affinity for it rather than to a broad buy, so the paid budget follows the profile of the creators' own audiences.

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