Submitted by Brave Bison

Jameson x Dickies Instagram Stories Creator Campaign

Influencer Marketing

Brave Bison ran a creator-led Instagram Stories campaign in which artists customised Jameson x Dickies garments for Jameson Whiskey, reporting 5.6M total views.

5.6MTotal Views
62K+Engagements
1.65%Engagement Rate

Case in 60 seconds

Jameson Whiskey needed Instagram content for its collaboration with US workwear brand Dickies that showed the craftsmanship of the garments while drawing fans into active participation rather than passive viewing.

The campaign turns on showing craft as a process rather than a finished claim, because watching an artist customise a garment step by step makes visible the workmanship the collection was built to celebrate.

Brave Bison framed the work as a call to craft, in which artists in the US, UK, Germany and Japan each reinterpreted a Jameson x Dickies piece in their own distinctive style.

Each creator customised a Jameson x Dickies item and documented it from concept to finished product in Instagram Stories, using Polls, Slider Stickers and replies so audiences shaped the work, while Paid Social targeted lookalike talent audiences.

Brave Bison reports 5.6m total views, 3.8m total reach and 62k+ engagements, alongside 700+ comments and a 1.65% ER, with reach and comments both printed against KPIs the page sets below them.

Strategy Breakdown

Fans of the Jameson x Dickies collaboration on Instagram and, through Paid Social, people likely to have an affinity with the creators and their content.
Jameson acts as a patron of craft rather than the subject of the content, handing the garments to artists and letting their making process carry the collaboration with Dickies.
Audiences stay with content they can steer, so the page's use of Polls, Slider Stickers and replies gives viewers a stake in each finished piece rather than a view of it.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Brave Bison

Participation mechanic

  • Viewers used Instagram Stories Polls, Slider Stickers and replies to influence how each creator crafted their customised Jameson x Dickies item.

Results & Evidence

MetricValue
Total Views5.6M total views
Engagements62K+ engagements
Engagement Rate1.65% ER

Why Brave Bison's strategy worked

  1. 1

    Documenting a customisation from concept to finished product lets a brand show craftsmanship through process rather than assertion, which suits a collaboration whose point is the making of the garments.

  2. 2

    Interactive Stories features such as Polls and Slider Stickers turn a broadcast format into a two-way exchange, so the participation the brief asked for is built into the content rather than added afterwards.

  3. 3

    Paid Social built on lookalike talent audiences extends creator content to people with an affinity for those creators, so paid distribution follows the creators' appeal rather than a generic brand audience.

  4. 4

    Casting artists across the US, UK, Germany and Japan gives one collection several distinct interpretations, so the craft theme is individual expression rather than a single house style.

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