Diesel

The objective

Diesel is a famous Italian ready-to-wear brand that had its moment of glory in the 2000s. After several difficult years due to a non-renewed artistic direction, Diesel is back with a new positioning, focused on vintage/jeans, and including gender-fluid collections. At the same time, the brand decided to rejuvenate its core target audience by mainly targeting 18-24 year olds, who were mainly present on the social network TikTok.

Diesel then decided to partner with Sleeq agency to develop a TikTok influence campaign. The objective is to introduce the brand new Diesel Library collection, inaugurate this new brand positioning and generate drive to store.

The solution

For the launch of this TikTok campaign, we surrounded ourselves with fashion/lifestyle influencers: @romanfreud, @zoehtq and @mv.tiang. Profiles that perfectly impregnate the artistic universe of the brand. After this selection, we invited the designers to a showroom, for a fitting of the brand new Diesel collection.

The videos produced by the influencers were each published on the brand's TikTok account, where they share their looks with their community and speak out about Diesel's change in positioning.

To amplify the reach of the campaign, we boosted the creators' videos to get extra Reach on the intended target.

Results

The influencer campaign exceeded all our expectations by accumulating over 6 million views. At €0.83 per CPM, the TikTok campaign also proved to be very profitable, adding to that, an 11% engagement rate on the videos, which proves how much the authenticity of the creators has resonated with the community.