Client’s objectives: To re-position the brand, change brand perception and to create an online community.
Target market: A broad male and female mix – from existing and true denim fans to new customers.
The campaign: The Lee is You campaign encompassed retail activity, POP, film and digital amplification across multiple social media platforms culminating with a party for competition winners with music from the band Theme Park.
In-store activity was carried out in the Lee Store Carnaby Street during a Grazia magazine shopping evening, as well as the Lee store in Westfield London and Selfridges in Birmingham.
Consumers could have their photos taken in interactive photo booths then instantly share them on Facebook. The social media interaction also promoted further competitions and offers including a chance to win tickets to the exclusive party.
Is the campaign part of a wider marketing strategy? The campaign is the start of further marketing activity across the UK in 2012.
The client says: "We are really pleased with the results - to have gone from 50 fans to 5,000 in a matter of weeks is fantastic and will act as a great basis for 2012. This campaign not only brought about a high level of interaction but also was a definite brand enhancer and we are confident we have captured and converted people into becoming new and loyal Lee consumers."
Evaluation: Lee Jeans saw an 873% rise in views and a 2,388% rise in fan engagement on its Facebook page. The number of Facebook fans rose from 50 to 5,000 in two weeks.