The Brief

Create a launch event for Lee's Nightskins collection that not only showcases the collection, but generates content that helps meet the following objectives: 1: Close the market share gap with Levi's 2: Close the brand equity gap 3: Improve the brand's image The event must be in keeping with the "Free Your Nightside" above-the-line campaign idea.

Describe how the promotion developed from concept to implementation

With no media spend we had to look to use the KOL's personal social media sites to get our coverage. This meant we needed the event to produce content the KOLS would want to share for free. This required a tottally dfferent approach to the traditional launch event.

Describe the success of the promotion with both client and consumer including some quantifiable results

The films received over 3.2 million views, helping to grow Lee's Weibo fan base by 261% . Lee outsold its competitor, Levis, for the first time in 10 years, despite spending 3x less. US$ 2million media earned.

Explain why the method of promotion was most relevant to the product or service

The online films featured key opinion leaders revealing their 'Nightside'. This means the Darker, more creative side of their personality. This is very on-brand for a denim brand who strive to be seen as creative, edgy and ' out there'.