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JEM Christmas

The Brief

Facing bad press, stiff competition and a string of unfortunate events, Jem was in need of a Christmas miracle to reinvigorate their brand.

The Idea

Help consumers pursue their dreams with Jem.

1. Be A Jem Star
We created the “Be a Jem Star” talent hunt - a singing competition that was conducted completely online — whose judges included Sam Willow’s Benjamin Kheng. Finalists performed live at Jem to shoppers’ delight.

2. Message in the Stars
Leading up to Christmas, we launched a custom-built web-based app. Hosted on Facebook, we invited shoppers and fans of Jem to send their personalised well wishes to friends and family.

3. Jem Star Glitter Set
We designed an exclusive Christmas gift set for Jem, which shoppers could redeem with a minimum spend at the mall.

Results:

Engagement
Total organic reach: 800,000

Total actions: 109,013
(Likes, comments, shares and clicks on posts)

Total increase in fans of Jem: 2,050

PR Value
Print media: $155,283
Social media: $544,612

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