Case Study:

Lee Jeans - ‘Salad Days’ Campaign

For 130 years, Lee Jeans has moved with the times and remained a denim icon and wardrobe staple worn by everyone, the skate kids to the street style enthusiasts. From hip hop to Hollywood, they’ve been at the heart of popular culture and loved by generations of trailblazing icons.

For Spring ‘20, Lees collection Salad Days was released - a collection that pulled you to a time in our lives when things were more carefree – when retro family holidays and teen road trips were your favourite past time and a mix-tape was always on hand at the ready.

The collection was made up of all the reviled decade’s favourite trends including vintage denim silhouettes like their relaxed High Baggy jean, heritage utility workwear with a modern edge, and unisex dressing courtesy of their unique range of party shirts and nostalgic graphic print tees. 

Spring 20 was also Lee Jeans most sustainable range to date as they Move for Change, practicing improved and ethical production such as water recycling and reduced carbon emissions to minimise their impact on the environment.

The range of classic pieces are made to last through the decades as wardrobe staples, worn paired, layered or on their own.

The Brief

The nineties unapologetic style made it’s comeback bigger and louder than ever in not only the fashion world but in all of current pop culture. Salad Days kicked off a summer inspired by days gone by - what’s old was new again and Lee Jeans Spring ‘20 collection was ready to be worn for years to come.

Tropicool Agency was enlisted to put together the publicity and influencer marketing strategy surrounding the release of the collection.

We produced an original media release which highlighted the collection from style inspiration to fabric sustainability. This was sent out to targeted media outlets and platforms that aligned with Lee Jeans target market and brand image.

Tropicool also ran a paid and unpaid influencer campaign to support the launch of ‘Salad Days’ and increase product awareness. We chose a range of cool creatives with a strong background in fashion and street style to gift the collection to, where they then shared how they style the clothing across their social platforms.

Objectives

Lee Jeans ‘Salad Days’ Campaign 

➜ Increase awareness and engagement with the ‘Salad Days’ Spring ‘20 collection
➜ Drive traffic towards points of sale (e.g. Lee Jeans website)
➜ Secure minimum 4 x media placements in relevant publications  
➜ Hit 1 million total reach
➜ Secure 2 x paid influencers to generate content for the campaign
➜ Secure 3 x unpaid influencers to generate content for the campaign 
➜ Influencers gifted to share minimum 1 post + 2 part story series

Campaign Results

➜ Total of 4 press articles released
➜ Russh ran a social competition promoting ‘Salad Days’ which included a giveaway promoted across their social channels
➜ Press coverage from Russh, Man of Many and Caviar Feeling
➜ Content by high tier paid influencers - Kristy Wu, Jaquie Alexander, Jono Friend
➜ Content by high tier unpaid influencers - Shania Hant, Cyrus Vil and Matilda Rodgers
➜ Total of 20 posts | 26 stories
➜ Combined social reach of 1.4 million people
➜ Total combined readership: 4.1 million
➜ Ad value of $21,220