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How Ben Sherman executed its vision for a digitally-led Tokyo 2020 campaign

The Background

Ben Sherman has been an icon of British style since its founding in 1963 and has gone on to become a global brand, its designs being worn far beyond the UK and sold around the world.


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 — as well as release a commemorative capsule collection of lifestyle apparel for consumers. With a nomination for Menswear Brand of the Year, 2021 has been a big year.As Official Homeware Partner of Team GB since 2016, DFS has supported Britain’s athletes through Summer and Winter Olympic Games alike, aiding the athletes’ rest and recovery by furnishing the Team GB Village with sofas and providing comfort away from home.  

The Challenge

Even before the COVID-19 pandemic delayed Tokyo 2020 and demanded new ways of working from brands, the Ben Sherman team knew that they wanted to make its campaign digitally-lead — and to do something different. The advent of the pandemic solidified this decision and made a digital approach a priority.


Looking at their existing retail website, the Ben Sherman team recognised that a conventional blog wouldn’t maximise the brand’s digital output over the Tokyo 2020 period and that there would be no central home to showcase all of the campaign assets.


Aware of Amondo’s products, the team recognised that they could use Amondo to create a content destination where customers could really experience everything that was happening with the campaign.


‍"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 customer."

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Ann Akiri
VP PR and Communications, Ben Sherman

The Solution

The World of Team GB X Ben Sherman

Amondo’s Imprint product was integrated into Ben Sherman’s UK and US sites, with content updated through Amondo’s Managed Curation Service. Weekly updates began in May 2021, building up to daily updates during the Games period and real-time content curation during the opening and closing ceremonies.

‍"Working through the WhatsApp channel was really easy. We completed the content brief and from the minute it launched the imprint looked fantastic. Knowing that there was an expert team handling the curation and supporting us through the project was important."

headshot-ann-akiri
Ann Akiri
VP PR and Communications, Ben Sherman

The Imprints brought together all kinds of owned and non-owned campaign content into the Ben Sherman website, including Tweets, Instagram Posts and Stories from the brand, from influencers, from Team GB athlete ambassadors and organic UGC.


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 imprint was to create a new engaging space that felt elevated and looked fresh — and we achieved that."

headshot-ann-akiri
Ann Akiri
VP PR and Communications, Ben Sherman

Clickthrough Tiles

Amondo’s Click-through Tiles were featured across both Imprints, enabling Ben Sherman to promote its official ‘Road to Tokyo 2020 Olympics’ Spotfiy playlist, drive traffic to specific product detail pages (PDPs) of the capsule collection, and direct viewers to promotions, including the release of a number of 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."

headshot-ann-akiri
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 in the website. The Imprint represented a new way of communicating with the brand’s customers — a place that they could revisit and contribute to if they wanted to.

The brand’s web team saw an increase in traffic to the page and an uplift in dwell time on the site.

‍"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."

headshot-ann-akiri
Ann Akiri
VP PR and Communications, Ben Sherman


If you would like more information about our project with Ben Sherman and would like to discuss working together, drop us a line at hello@amondo.com

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