Company: Logical Position, Lake Oswego, OR
Company Description: Logical Position is a top digital marketing agency offering pay-per-click (PPC) marketing, search engine optimization, website development, graphic design, data feed management, and social media marketing. Utilizing this full suite of Internet marketing tools, we ensure that our clients are in front of the right audiences at the right time.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Re-Branding / Brand Renovation of the Year
 Nomination Title: Revitalizing JNCO Jeans with 90's Nostalgia
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
July 13, 2020
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 248 words used.
As the quintessential 90’s fashion statement, JNCO Jeans achieved global phenomena status with collaborative endorsements from the likes of Britney Spears and NSYNC to Pauly Shore and Hulk Hogan. The iconic lifestyle brand and their extremely wide-legged pants (and oversized pockets) were ubiquitous within a generation. But nothing lasts forever, and by 2001 JNCO had shuttered its flagship showroom in Los Angeles, signaling an exile that would last nearly two decades.
Ripe for a comeback with soaring 90’s nostalgia, the brand originally relaunched in 2015 under offshore production. However, the quality was lacking, making the product an inauthentic replica of the former denim powerhouse. Turns out, this only increased demand for the original vintage on eBay. Meanwhile, the China-made knockoffs flatlined and ceased operations entirely in 2018. This is when original co-founder Milo Revah acquired the brand and relaunched JNCO Jeans in 2019, alongside his daughter, Camilla Revah.
The father-daughter duo went back to where it all began with an American-made line of jeans that were built of durable, high-quality denim, with their signature wide legs and deep pockets. With the product restored, it was time to work on the brand. They reached out to Logical Position (LP) to develop a profitable acquisition strategy that could both capitalize on brand equity and drive new business. They needed a direct-to-consumer channel and assistance populating product lines across shopping channels to bypass the traditional retail that originally built the brand.
This marked a new digital era for JNCO Jean Co…
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
…as the rebellious groundswell took shape, we found our groove.
Campaign Segmentation
Our team started by segmenting campaigns by category/product to understand the cost-per-acquisition by sector. This enabled our bidding strategy to be more aggressive on viable opportunities and pull back when appropriate. We used targeted search terms within Google Shopping campaigns to occupy all available digital shelf space for our client and drive out any posers hoping to ride JNCOs coattails. (Duh.)
Maximizing Performance
Once we had reliable account data in our back pocket, we leveraged performance insights from our manual build to implement campaign parameters within Google’s automation software. By leveraging the PMAX platform with the proper checks and balances in place, our campaigns reached new opportunities at scale. The ’90s were rad, so it was easy for our team of creatives and analysts to develop a strategy to draw on that sentiment.
Staying Connected
Beyond remarketing, we leveraged awareness with aesthetically revamped JNCO email deliverables to resonate with their target demographic of 18–35-year-olds. To optimize the sender’s reputation and “win the inbox” we segmented their 72,000 contacts into buckets that wouldn’t overload email service providers.
Final Stitch
This allowed JNCO to cross-sell products and re-engage buyers. Additionally, to continue growing contacts, we featured a promotional form capture on their website that offered a 15% discount for signups. As such, we’ve accumulated enough contacts to roll out the next phase of our direct outreach: SMS messaging, which’ll keep JNCO top of mind with their loyal brand advocates.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 243 words used.
JNCO’s resurgence in the digital sphere, under LP management, reflects a successful fusion of nostalgic charm with contemporary digital expertise. The seamless integration of JNCO’s unique identity with modern marketing strategies not only reinforced their position as a pioneering brand but also solidified their youthful relevance in the dynamic landscape of current e-commerce trends. This resulted in quadrupling their site visits, purchases, and most importantly, ad-attributed revenue since 2022.
How We Made It Happen
We restructured campaigns to more effectively use ad spend between similar styles and products. From there, we were able to safely convert the best performing campaigns to PMAX throughout 2023 and take advantage of the massive scale with automations.
As each of those campaigns saw consistency in conversions and revenue, we started increasing their spend. As a result, we have more than doubled ad spend (+117%) over the past 12 months and seen ROAS grow 16% in the same timeframe from 6.96x to 8.06x. As January is typically the slowest month of the year for ecommerce, including JNCO, seeing this type of YoY growth in ROAS while doubling Ad spend is exciting!
January 2024
- 398K Website Visits (157K From Ads)
- 2974 Purchases (1062 From Ads)
- $483K Sitewide Revenue ($172K from Ads)
January 2023
- 178K Site Visits (93K From Ads)
- 1273 Purchases (486 From Ads)
- $221K Revenue ($83K From Ads)
January 2022
- 102K Site Visits (35K From Ads)
- 700 Purchases (246 From Ads)
- $111K Revenue ($38K From Ads)
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 50 words used.
The results speak for themselves and show dramatic period over period growth for the brand. The case study and the data studio visualization demonstrate what we've been able to achieve alongside JNCO in revitalizing the iconic brand.
Safe to say...the '90's are ALIVE and they're still wearing JNCO Jeans.
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