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Study - FASHION - ACCESSORIES

LEE JEANS – CREATED IN KANSAS

Media relations, Influencer relations, Event

CHALLENGE

Decline and amplify the LEE international anniversary campaign “Created in Kansas” with a local influence campaign.

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…