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