Try on a (virtual) JYSK shirt with new Snapchat filter

In January, Snapchat users in Denmark could see themselves wearing our blue JYSK shirt through the camera on their phone. As part of this year's apprentice campaign, Marketing and HR have developed a Snapchat filter that transforms you into a JYSK colleague.

How do I look in the blue JYSK shirt?

That question was the starting point for developing this year's apprentice campaign to make young candidates interested in building a career at JYSK.

For the campaign, Marketing and HR have tested a new format on Snapchat. Using an AR Lens (Augmented Reality), Snapchat users could see themselves standing in a JYSK store wearing the blue shirt.

Try it out by scanning the QR code below using the camera in Snapchat.

CEO Rami Jensen started out as an apprentice himself

The campaign brings back memories for President & CEO, Rami Jensen, who himself started his career as an apprentice at the JYSK store in Esbjerg.

"It's great to see creative ideas turn into real results. We want to attract the next generation within retail. By meeting them on their platforms with content that reflects who they are, we can show that JYSK is a great and fun place to build your career,” says Rami.

Snapchat filter has been shared more than 80,000 times

Snapchat is one of the most popular social media among young people between the ages of 17 and 25, and the idea of developing an AR Lens quickly came about.

"We are always ready to test new digital formats, and we are very proud of the result. The campaign content has resonated well with the young target group, and our AR Lens has been shared more than 80,000 times," says Maja Sloth Ballegård, Social Media Specialist at JYSK.

She developed the filter together with her colleague Louise Algren Rix and HR in Denmark.

"When we recruit new apprentices, it is important for us to be present on social media, where the younger generation is. Snapchat is a new angle in our apprentice campaign that has increased the awareness and interest in JYSK as a workplace in a fun and different way," says Nanna Vittrup Rasmussen, HR Coordinator at JYSK Denmark.

The apprentice campaign resulted in an increase in applications

The apprentice campaign ran simultaneously on Instagram, Facebook, TikTok, and YouTube - and it has had great results.

During the campaign period from 25 December, 2025, to 12 January, 2026, JYSK Denmark received more than 235 applications for the apprentice programme. This is an increase of more than 30% compared to the same month last year.