Journeys didn’t want a one-off gaming campaign. They wanted real growth within Gen Z culture. Open World identified Karl Jacobs as the right long-term partner based on audience alignment and purchasing influence. What followed was a sustained creator partnership that measurably increased consideration, purchase intent, and share of voice among gamers.
And the growth wasn’t abstract. Among gamers, purchase intent surged 270% year over year, conversation volume increased more than 1,000%, and social reach climbed to 138M organic impressions. Momentum online translated offline, anchored in a Vans collaboration and in-store appearances that drew crowds large enough to temporarily shut down the mall. More than influencer marketing, this was cultural mobilization with measurable retail and brand impact.
Ultimately, Open World has become an extension of the marketing department; we are very much in lockstep on building the strategy and executing it. They really have the expertise to do this in the most credible, authentic way possible.
