Uncle Jack

The Australian Business Award for Marketing Excellence recognises organisations that have achieved outstanding results through initiatives that demonstrate innovative marketing strategies and execution.

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Uncle Jack was founded in 2014 by three young entrepreneurs in Melbourne. Uncle Jack produces a ‘boutique’ range of watches, while aiming to be ‘the go-to’ for fresh and accessible watches. Their values are to be on the front foot and keep it simple. The company’s growth can be contributed to the excellent marketing and branding approaches that positioned Uncle Jack as a serious online retailer in Australia.

Uncle Jack embarked on a new campaign to design and market a watch that represented their home city and bring Melbourne to not only Australia, but the world. Their campaign involved using an iconic photo of Hosier Lane that was taken by Chris Cincotta from ‘Melbourne I love you’ (MILY), and printing it onto a watch band. The biggest part of the process was being able to tell the story of MILY, of Chris and Melbourne.

Uncle Jack planned several approaches to marketing MILY and positioning the new product in the market. The company decided to utilise social media influences and video marketing to tell the story of their great creation. They personally contacted their social media influencer target list to gauge their feedback on their design, and whether they would be interested in helping them tell the story of Uncle Jack, Chris and Melbourne. This resulted in more than 150 unpaid, willing influencers wanting to promote their new watch. They believed in Uncle Jack and their story, and wanted to share it with their followers. The process required extensive two-way communication between all parties to provide feedback on many elements including design, marketing and the story.

Uncle Jack achieved truly outstanding results from their marketing campaign. During the MILY campaign they achieved a social reach of 15 million, whereas their monthly average social reach is five million people. Through their marketing initiatives and collaboration with Chris Cincotta, the company has been able to successfully generate a large-scale and low-cost publicity campaign that reinforces their brand as a Melbourne-based grassroots business. Uncle Jack is being recognised for a Marketing Excellence award in the Australian Business Awards 2016.

The Australian Business Awards are the regional chapter of an integrated, hierarchical leadership program conducted on a national and international level. Eligible organisations from each region are invited to participate in the international chapter of the program at The World Business Awards. Conducted annually and currently in the second year of its international launch, The World Business Awards seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework. The program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance. The cycle culminates in the recognition and celebration of organisations that implement world-class business initiatives and industry leading products and services on a prominent and far-reaching scale. All entries must be entered in the regional chapter where the organisation is based.

Organisational participation includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.

Initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.

Entries are assessed utilising a robust and dynamic framework to ensure that the assessment process is pertinent and objective. The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards. The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.

Organisations that participate are provided with the unique opportunity to benchmark themselves against the top performers globally. The recipients are acknowledged for their achievements and recognised as the elite of their industry earning a place amongst a distinguished group by having their products, projects, initiatives, contributions and achievements recognised on a prominent and far-reaching scale. The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige. This establishes a valuable resource that can be used extensively to create opportunities for publicity, positive organisational profiling and heightened brand awareness within the respective industries both nationally and internationally.

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