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Jameson threads the discovery of fashion through social media

 Jameson threads the discovery of fashion through social media

“Great content has been the driving factor behind Jameson’s ‘The Thread’ campaign,” believes Ryan McManus, Executive Creative Director at NATIVE.

The Thread ( is about discovering and highlighting South Africa’s unique fashion sensibility by delving into our melting pot of Euro-Afro fashion as it happens. It is an engaging social content platform housed on Facebook where selected spotters share what they think is smooth, cool and emerging in the fashion world, while engaging with fans and giving them the opportunity to have their say. “Our spotters – social photographers and fashion bloggers like Michelle Oberholzer, Thithi Nteta, Anthony Bila, Liam Lynch and Paul Ward, are the heroes of the campaign who capture unique and provocative outfits fit for The Thread,” explains McManus.

Jameson Thread1


The Thread was created to grow the Jameson community online through a platform that leverages the brand’s association with fashion in South Africa. The Jameson community believes it’s cool to be ahead of the mainstream and through its influential spotters they are able to stay abreast of all the latest trends. The process is organic and the spotters themselves became content drivers as NATIVE produced profile videos for each fashion spotter. These videos were then placed on the platform to introduce the spotters to the community. “We even custom designed and created Jameson ‘The Thread’ gift boxes for each of our spotters. The creation process was documented too.”


Since its creation, The Thread has increased the number of active members of Jameson’s Facebook community by 54% and this number is growing daily. McManus adds, “People’s fashion interpretations are captured and shared the minute they are spotted. In this way, we are able to transcend the way fashion is usually presented. The expected suddenly becomes surprising and relevant. We are proud that this campaign demonstrates NATIVE’s ability to think strategically and use content as a vehicle for Jameson to connect with consumers in a meaningful way,” he concludes.

To become part of  The Thread go to

Jameson Thread3

Ryan McManus

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