Best Retail Online Campaign

Video: http://www.youtube.com/watch?v=ei951_2Hias&list=PLatL0u5jF7EXRXNBHMKVthIbaolWJA29P

Goal of this campaign is to make consumers aware of the new Modern Series denim.

Lee Jeans, an all-American brand with deep-rooted expertise in denim since 1889, realized it was time for the not-so-modern men’s Dungarees to take a walk. Designed from more than 5,000 unique body scans, Lee created the latest innovation in denim, the Modern Series. The company knew the product (especially for men) was going to need to capture the attention of its audience. Given DEG’s rich understanding of the Lee brand in-and-out, they leveraged our expertise to take this new product and spread the word, ensuring the Modern Jeans would make a big splash.

In brainstorming our solution(s), we developed this thesis: recognition of a societal change. The idea of the modern man has been redefined. With that, we knew we needed to create something engaging as well as to capture this very manifesto.

We created, developed, and implemented a microsite for the brand that includes technologies such as responsive design, parallax, light animations upon scrolling, and more. This “home base” houses the video DEG scripted, casted, and helped produce, original Instagram videos, as well as clever copy and creative site wide. We even created a contest where customers can go to the site and write their own “Modern Man” rule. If the rule is chosen, that customer gets a free pair of jeans. In addition to leading the social strategy and execution, we also implemented an email campaign and eCommerce strategy to compliment the Modern Man series.

Although the campaign has only been out for a little over a month, the exposure and excitement the brand has received has been tremendous. We have generated much of the excitement through influencer and blogger outreach with companies such as @AskMen, fashion blogger, Ryan Plett, and YouTube influencers like Antonio Centeno.

Contributors:

Director of Social Media:	Ramsey Mohsen
Director of Creative:	Adam Seitz
Social Media Strategist:	Pat Padley
Senior Designer:	Amanda Dinkel
Account Director:	Kerstin Burns
Copywriter:	Cara McDonald
Photography and Video:	Studio 8183

DEG

Location: US