Decline and amplify the LEE international anniversary campaign “Created in Kansas” with a local influence campaign.
FASHION - ACCESSORIES
Brand content• Influencer relations• Media relations
LEE JEANS – CREATED IN KANSAS
CHALLENGE
Action plan
FEDERATE 4 LOCAL AMBASSADERS – Builders, makers, do-ers, creator
- @Yohann Caron: Pastry Chef @Cedric Grolet Opéra
- @Leas Augereau: Painter
- @Owlle: Musician
- @Sebastien Zanella: Photographer
PHOTO AND VIDEO CONTENT PRODUCTION
- Art Direction by the ambassador : Sebastien Zanella.
- Individual and group photo/video report
LAUNCH DINNER
- Dinner celebrating the 130 years of denim & workwear heritage – co-hosted by our 4 ambassadors (25pax)
- Collection presentation (focus on LEE’s roots & history)
- Menu designed by Jeff Shield (US chef with a passion for denim & fashion)
AMPLIFICATION
- During the operation time: Social media posts on IG accounts of the 4 ambassadors ( posts and stories of their portraits / videos and live diner overs 3 weeks)
- Adaptation of the international press release it by a fashion journalist
RESULTS
61 posts and stories (estimated reach: 1 218 024 people reached) AD VALUE: €133,329
4 print and web articles about the local campaign / brand saga – AD VALUE: €88,000
Elle.fr, Officiel.fr, Jalouse…
