The main objective of the campaign was to raise product visibility by highlighting the USPs of JOGG JEANS and determine it’s ownership of the hybrid jean category. Diesel needed to reconnect with the modern-day consumer on a visceral level and re-establish itself as a youth brand.
i-D collaborated with Diesel and created a three minute film with 26 dancers that showcased international dance styles associated with each letter of the alphabet. The video emblazoned the freedom of movement facilitated by JOGG Denim.
The video was distributed across The Vice Network in the form of video content and display assets. It was activated across the homepage of publisher properties and their social media platforms. The PR outreach intensified the media amplification with features in mainstream publications. The content was ‘shared’, ‘liked’ and ‘retweeted’ across all Vice & i-D channels.
2million display impressions across The Vice Network sites, i-D & Vice owned sites with a CTR of 1% across all activity.
20 Feature Posts & 10 Blog Posts across The Vice Network and Vice Blogging Network sites garnering over 100 million impressions.
80 social media posts across The Vice Network & Vice Blogging Network sites amassing over 700,000 impressions.
Over 1 million ‘shares’ and 900,000 ’likes’ and 220,000 ‘retweets’ across social media platforms.
3.6 million video views on Youtube.
News coverage across mainstream publications including Refinery29 & Huffington Post.