Customer Profile

We created a customer profile board to allow us to get a better idea of the audience that we are aiming at to ensure that the video/advert that we create will appeal to them.

We found that the target Jack Wills customer is likely to be a university student, interested in Fashion. They will also have a keen interest in sporting activities such as Polo, Skiing and Rugby. It is assumed that they will have all the last gadgets such as iPads and iPhones and they will be keen users of social networking sites such as Facebook and Twitter. The target age of the Jack Wills customer is 18-22.

Jack Wills 2012 Promotion Videos

Spring Term 2012

 This is the promotional video for Jack Wills Spring 2012 campaign, as you can see, the video tells a story about how the people in it will be spending there spring, and makes you wonder how you will be spending yours. - Mirolite by Trophy Wife

Summer Term 2012


This video again tells the user a story whilst showcasing the clothes, but it comes across in a way that is more fun and flirty than the previous campaign. The music used in this video reflects this - The Polaroid Song by Allo Darlin
Jack Wills Summer 2012 Promotion Video

Jack Wills Promotional Images

All of these images are from previous and current Jack Wills campaigns. Some feature from seasonnaires events giving an insight into the style of filming and imagery we could use in our video.

The last set of images have really good filters on them that will work really well, and they give off a good Summer vibe, which will again work well for the video, as the app is being launched in the Summer.

Research in to Top 10 Viral clips

We have looked at various articles to allow as to see what are the most popular viral YouTube clips and adverts of all time, so that we can see what will work well when we create our video, and what would not appeal to the audience. Below are some of the articles we looked at.

This is a BBC Technology article stating the top 10 youtbe clips of 2011
This is an article detailing the top 10 global viral ads of all time
This article from Mashable details successful viral adverts of 2011

Jack Wills on video sharing sites

The Jack Wills YouTube site identifies itself with the brand by using the same colour scheme of blue and pink stripes. The video clip features included are of Jack Wills photo shoot, JWSeasonnaires, JWunsigned, JWunsigned Fresher’s Tour 2009 and JWunsigned Fresher’s Tour 2008.

However, looking at this site, we can see that there has not been any activity on it since 3^rd March 2011. This shows that this is not Jack Wills main video sharing site, and if we released the video on here, it is not likely to get as many views as it would being released on a more up to date site.

Looking at Jack Wills profile on Vimeo, we can see that it is a lot more up to date, featuring videos from as far back as 2008- spring/summer 2012. When the user clicks on a video as well, there is information about the video/event written underneath detailing what it’s about and where you can find more information about it e.g. Facebook, Twitter etc. See below:

Jack Wills History

• University friends Peter Williams and Robert Shaw founded the Jack Wills fashion label and opened their first store upon leaving university in 1999, with the aim of targeting university students aged 18-22. Since its inception, the brand has expanded to include, menswear, womens wear, accessories, fragrance, toiletries, kitchen wares, stationary and soft furnishings. All product lines are “fabulously British” and inspired by British history and culture, and of course – the university lifestyle.
• The Jack Wills stores are more than just shops, holding events such as music gigs and silent Disco’s to tie in with the brands reputation as ‘University Outfitters’. As of 2011, the Jack Wills brand has over 40 standalone shops in the UK, Ireland and US plus a catalogue and an online store.

• 1999:
 The Jack Wills brand is founded by Peter Williams and Robert Shaw, named after Williams’ grandfather. The first Jack Wills store opens in Devon.

• 2005:
 The ‘Seasonnaires’, a marketing team of young attractive individuals hired to generate a buss about the brand, makes its first appearance at the French ski resort of Val D’Isère.

• 2007:
 Private equity firm, Inflection purchased a 27% minority stake in the company for an undisclosed sum.

• 2008:
 The Aubin and Wills brand is launched aimed at an older clientele.

• 2009:
 The Jack Wills launched a new website, the Jack Wills Outlet, which allows a limited number of people to purchase last season’s collections at a discounted price – normally the end-of-sale price or less. Access to the website is by invite only via submission to a waiting list.

• 2010:
 Jack Wills expands into the American fashion market with the opening of three stores in the New England locations of Martha’s Vineyard and Nantucket, and a US flagship store in Boston. Also in 2010, the flagship London Covent Garden store is opened as is a new Aubin & Wills concept store in Shoreditch, which includes a cinema and a gallery.

• 2011:
 The brand branched out into the world of skateboarding by sponsoring boarding pro, Adam Comber.

Jack Wills styling

• The brand incorporates traditional heritage influences and influences taken from heavily branded American brands Tommy Hilfiger and Ralph Lauren favoured by US college students. Traditionally tailored old Harris tweed jackets, made in England, feature in the same collection as logo hoodies and sweat pants popular with University student across the UK.

Jack Wills: Marketing Strategies

• Jack Wills thrives on word of mouth and viral marketing, and is known for its unconventional advertising campaigns and marketing strategies. One such unusual method involves ‘in-person’ viral marketing through ‘Seasonnaires’. The ‘Seasonnaires’, a group of young and attractive men and women are employed to network throughout the community to create a buzz about Jack Wills clothing. Parties and social events are held with the primary aim to promote the Jack Will Fashion label and brand name. The ‘Seasonnaires’ were even implemented in the US, a whole-year before a Jack Wills store opened to create a buzz around the label.  ‘Seasonnaires’ continue to promote the brand by cycling to work on Jack Wills bicycles. In the UK a similar marketing strategy is employed by sponsoring events such as polo matches at Windsor or student balls and holding social events within the brands many stores.
• The Jack Wills brand is no stranger to controversy. In 2009 it caused outrage among health chiefs in Gloucestershire when it used cigarettes in its window display. As reported in The Times, the brand was urged to axe the display by a group of senior doctors, who claimed the window display “lacks corporate responsibility in its implicit promotion of smoking”. Jack Wills responded to the doctors by saying “Jack Wills has always set out to target customers over 18 years of age and in particular those aged 18-22. The window display aims to depict ‘real life’ situations associated with that particular age group.”
• In 2011, Jack Wills was once again receiving criticism for a controversial advertising campaign. The brand was banned from reprinting its 2011 Spring Term Handbook deemed as too provocative. An image of a young woman wearing only a pair of Jack Wills knickers with her leg draped around a near naked man, was one of four images deemed inappropriate for young teenagers by the Advertising Standards Authority. Jack Wills responded to the complaints by saying that the images were simply portraying the ‘Hedonistic University Lifestyle’. However, the ASA upheld the complaints and said the images were likely to be seen by younger teenagers and may well appeal to them, ‘because they portrayed a lifestyle to which they might aspire’. It said the partial nudity ‘went beyond what could be described as fun or flirtatious’, and ‘was sufficiently provocative as to present a risk to younger teenagers’.

http://www.fashionreview.co.uk/jack-wills-aubin-wills-fashion/ - This is the website where we found this information, its really useful, as not only does it give us a deeper insight into the Jack Wills brand, but also tells us about criticism/obstacles they have faced from organisations such as the ASA. We also got a clearer idea of the target customer which will allow us to tailor our advert to ensure that it appeals to them.

App Chosen

We looked at both our apps in great detail before deciding which one would be best to make a video for.

Vitamin Water


With this app, we felt that we could create something quite comedic and quirky, how ever it would be difficult to think of a brand new idea, as there have been a lot of really good adverts done for Vitamin Water before, and also for competitors such as Innocent Smoothies and Drench Water. We also felt that it would be difficult to get the key features of the app across, as it is a game without just doing a basic instruction/tutorial video, which we didn't think would appeal to the customer.

Jack Wills


For this app, we knew that a comedy element wouldn't work, as it would not appeal to the brands customer/ethos of the company, we felt that we could do something quirky and different with various images and filming combinations. As it is a street style app as well, we felt that we could create an advert that would promote the app really well, without carrying out a basic tutorial feature, and it would possibly be easier to create a video that could go viral and appeal to a large target market.