How Ben Sherman delivered its digitally-led Tokyo Olympics campaign
The background
An icon of British style since its founding in 1963, Ben Sherman has gone on to become a global brand, with its designs being worn far beyond the UK and sold globally.
Ben Sherman is an official supporter of Team GB for Tokyo 2020 and Beijing 2022, following a multi-year partnership that began in 2019. The partnership has recently seen the label create exclusive looks to outfit British athletes during the Tokyo 2020 Games and release a commemorative capsule collection of lifestyle apparel for consumers.
The challenge
Even before the pandemic delayed Tokyo 2020 and forced brands to rethink how to connect with audiences, the Ben Sherman team knew their Olympic partnership needed to be digitally led and different from previous campaigns.
Reviewing their existing retail website, the team recognised that a conventional blog or campaign page wouldn't maximise the brand's digital output or deliver what they needed during such a high-profile sponsorship moment.
While Ben Sherman was producing content across brand, athlete and partner channels, there was no clear way to understand how audiences actually interacted with that content, or which moments genuinely drove engagement, intent or action.
The team identified an opportunity to activate campaign content through a single embedded experience using Amondo's Gallery format, while capturing first-party behavioural insight.
This approach allowed Ben Sherman not only to showcase the partnership in one place but to gain clarity on what content resonated, what to amplify, and how to reduce guesswork during a critical period for the brand.
"We realised that through Amondo's capabilities, we could pull all the different channels we communicate through together to give a seamless experience to our customers."
Ann Akiri
VP PR and Communications, Ben Sherman
The solution
The world of Team GB x Ben Sherman
Amondo's Gallery was embedded into Ben Sherman's UK and US sites to activate campaign content and capture first-party interaction.
Content was updated via Amondo's managed curation workflow, with output increasing from weekly updates to daily and real-time activation during key Games moments.
"Working through the WhatsApp channel was really easy. We completed the content brief, and from the minute it launched, the Amondo Gallery looked fantastic. Knowing that there was an expert team handling the curation and supporting us through the project was important."
Ann Akiri
VP PR and Communications, Ben Sherman
The Amondo Gallery brought together owned and non-owned campaign content into the Ben Sherman website — including Tweets, Instagram Posts and Stories — allowing the team to see how different content sources performed within the same experience.
Earned media from the fashion industry reporting on the launch was featured alongside Tweets from the public reacting to seeing the outfits for the first time.
"If a customer missed a key moment, they could visit The World of Team GB on our website and experience it there. A key objective of launching the Amondo Gallery was to create a new, engaging space that felt elevated and looked fresh — and we achieved that."
Ann Akiri
VP PR and Communications, Ben Sherman
Clickthrough Tiles
Amondo's Click-Through Tiles were featured across the Gallery experience, enabling Ben Sherman to promote its official "Road to Tokyo 2020 Olympics" Spotify playlist, drive traffic to specific product detail pages (PDPs) of the capsule collection, and direct viewers to promotions, including the release of several NFTs.
Form Tile
Amondo's Form Tile was used to power a prize draw where customers could win official opening and closing ceremony items. Customers could enter the prize draw from within the content experience — and the feature allowed Ben Sherman to collect first-party data and consent.
The results
"We're very proud of the campaign — and we've seen the positive impact it has had on the brand."
Ann Akiri
VP PR and Communications, Ben Sherman
Using Amondo, Ben Sherman was able to execute a vision to be digitally led and create a best-practice example for how to showcase a key brand campaign on the website.
The Gallery represented a new way for Ben Sherman to activate campaign content while gaining visibility into how audiences actually engaged — creating clarity on which moments resonated most during the Games.
The brand's web team saw an increase in traffic to the page and an uplift in dwell time on the site. Plus, the Galleries themselves generated a 6% click-through rate to Ben Sherman's product pages and achieved a 59% interaction rate.
"In this era of advanced digital consumerism, where impressions and conversions are business critical, we were extremely pleased with the positive impact achieved using Amondo."
Ann Akiri
VP PR and Communications, Ben Sherman
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Activating fan-contributed content to capture real audience behaviour
We've all been there, witnessing moments in live music that we feel compelled to capture and share.
But these snapshots are valuable. They create a stream of fan-contributed content, which provides a signal of what resonates most strongly among music buffs.
When activated effectively, this content becomes a powerful source of first-party behavioural intelligence, revealing what audiences choose to engage with and explore further — or ignore entirely.
A measurable window into live experience
Live music is one of the most visceral and memorable forms of engagement.
For those not present (or reliving the moment after the show) fan-contributed content provides a window not just into the experience itself, but into how audiences behave when emotion and attention are at their peak.
A single video might capture a highlight from the crowd, but its real value lies in what happens next.
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Unfiltered behaviour, not polished performance
Fan-contributed content offers an unfiltered, first-person perspective, not only because it is more "authentic," but because it reflects how audiences naturally respond in real environments.
With a view from the crowd, it feels as though you're there yourself. And more than professional content, it allows the viewer to relate to and connect with the creator: "This is what the experience was like — see it from my perspective".
That lack of polish is valuable because it produces behavioural signals that are closer to reality. Audiences accept and engage with these imperfections because they mirror real experience, creating interaction patterns that reveal genuine interest rather than passive consumption.
An opportunity to understand what actually resonates
With a camera in every phone and a phone in every pocket, audiences continuously generate content that reflects what captures attention in the moment.
But the opportunity for brands isn't to collect more content, it's to understand how audiences interact with it.
Now more than ever, we're viewing experiences quite literally through the lens of others. Increasingly, experiences are discovered, revisited and evaluated through audience-shared moments, creating a measurable behavioural layer.
So what does this mean for brands?
Experience and emotion matter, of course, but what brands really need is clarity. Clarity on which moments capture attention, which formats sustain engagement, and which interactions influence what audiences do next.
Fan-contributed content is valuable to brands, rights holders and publishers, but less so in isolation.
Its value emerges when content is activated in consistent, portable branded formats that allow behaviour to be measured and compared over time.
Connecting content, behaviour and outcomes
By embedding fan-contributed content into branded formats — such as can be achieved with Amondo's Galleries — brands can observe how audiences respond in context, capturing first-party interaction data.
This behavioural insight connects content exposure to meaningful actions, giving brands clarity on what works, why it works, and what to amplify next.
If you're curious to see how this works in practise, check out our case studies here.
How Watford FC engaged fans to create and share content for their FA Cup Hub with Amondo
Here's how Watford FC curated fan-generated content into an FA Cup Hub during their historic cup run, tripling session length and turning matchday excitement into measurable digital engagement.
Premier League football club Watford FC made it through to the final round of this year's FA Cup, battling it out against Manchester City in a historic match at Wembley Stadium on 18th May 2019.
To bring supporters closer to one of the club's biggest moments in recent years, Watford FC wanted to showcase the fan experience across its digital channels.
The challenge
For football fans, attending a live match is an unforgettable experience. The roar of the crowd, the excitement of the game, and the shared passion of supporters make every match day special.
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Watford FC could rely on its fans to capture their experiences, but it was searching for a way to bring all of this fan content together under one roof, ensuring every supporter's voice could be seen and celebrated.
The solution
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The results
Despite losing heavily to Man City, fans displayed an unwavering, fierce pride in their team, refusing to let the defeat crush their spirits or those of the players.
The Gallery was a tribute to this loyalty, capturing the support of Watford's fans in one of the biggest matches in the club's history.
The FA Cup Hub Gallery boosted session length and interaction rate on the Watford FC website. They saw a three times increase in page session length, a 9% brand content interaction rate, and an average of 3.6 content clicks per view.
It's a great example of how to marry digital content with live events. Football is an emotional sport that attracts diehard fans like nothing else, and it's essential to maintain fan loyalty throughout the ups and downs of a team's journey.
Driving fan engagement online strengthens the connection between the club and supporters, while also creating meaningful opportunities for brand partners.
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A few takeaways to apply to your own experiential marketing campaigns: