WeWork and J.Crew joined forces to create a unique campaign by casting WeWork members to be the face of J.Crew’s new spring collection. The digital editorial campaign was brought to life by hosting pop-ups and a panel series in San Francisco, New York, Atlanta and Philadelphia, our member’s home cities, in partnership with LinkedIn.
Narrative
WeWork’s global community represents every industry and connects people from all different backgrounds. There is a vibrant and eclectic energy in our community, which is echoed in J.Crew’s embrace of diversity and authenticity. WeWork members span every industry - whatever their approach to work is, WeWork is their platform, and whatever their style is, J.Crew has an outfit that will help to inspire them to be the most successful and fulfilled version of themselves.
Approach
Members as models
Identified members from various locations and backgrounds whose companies were doing something positive for their communities. J.Crew utilized our spaces to shoot the campaign images.
Pop-ups
Hosted J.Crew pop-ups in our spaces to provide our members with an exclusive discount and premium LinkedIn membership with purchase. A portion of the proceeds was donated to WeWork non-profit members.
Panel Series
Partnered with LinkedIn to host conversations aimed at inspiring the next generation of entrepreneurs and goal-getters and discussed what success means to professionals today and what they are in it for and do what they do.
Amplification
Email Marketing, Social Media (organic & paid), JCrew.com Content featuring Q&A with WeWork members, J.Crew In-Store Signage, WeWork blog post, J.Crew Instagram posts included, member + WeWork's handles, geo-tag of members home location.
Results
Secured an exclusive with Glossy, part of DigiDay, followed by announcements in Women's Wear Daily and AdAge's Marketer Brief. Additional coverage in Retail Dive, BizWomen, Pymnts, NY Business Journal, CTech, COOLS, The Drum, Total Retail, GQ, Quartz, PFSK and Brit + Co.
- 89 million total campaign reach
- 16 press features
- 54 Million earned media impressions
- 35 million social reach across all brands