Client: Lee Jeans UK
The Tailor of Shoreditch was briefed to create an integrated campaign for Lee Jeans in order to create in-store excitement and engagement, and to build Lee’s social media presence. The campaign was executed during two weeks in November & December 2011.
Brief: 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.
Response: The campaign: The campaign encompassed retail activity, POP, film and digital amplification across multiple social media platforms and closed with a party for competition winners with music from the band ‘Theme Park’ and DJ sets from the guys behind Black Cab Sessions and Jake McGowan from Feeding Time. The “Lee is You” campaign ran over two weeks and included in-store activity in the Lee Store Carnaby Street, London during the Grazia magazine shopping evening, the Lee store in Westfield Shopping Centre, London and the Lee store in Selfridges, Birmingham. The in-store activity incorporated an interactive photo booth, POP and in-store graphics. Consumers flocked to the stores, had their photos taken in the booths and then instantly shared 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.
Testimonial: The client says: "We are really pleased with the results - to have gone from 500 fans to 5000 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.”