Lee industry made its starts in the production of denim workwear with a focus on overalls. While the innovations and the quality of the products allowed Lee to gain its commercial success, Lee also stands out thanks to its creative advertising methods. It is therefore not surprising that the company goes with the flow of the current marketing trend for its new collection: influencer marketing.
In order to create visibility and generate traffic on its website, Lee relied on an influencer campaign for the launch of its new collection Fall/Winter 2017. The brand put an importance on collaborating with influencers not just having an audience, but with a story to tell, an inspiring job or a strong passion. 7 influencers from various European countries created eye-catching visual content and, by answering some questions, helped the brand to write personalized blog articles about them and their relations to denim. The main idea of the campaign was to see denim and the new collection through the eyes of an influencer.