Submitted by We Are SNS

Lee Jeans Body Optix Instagram Personalisation Campaign

Influencer Marketing

We Are SNS ran an Instagram creator campaign for Lee Jeans that took influencers through the Body Optix personalisation service at Selfridges and reported over 62.7K social media engagements.

62.7KSocial Engagements

Case in 60 seconds

Lee Jeans needed to raise awareness of its Body Optix range and educate customers on it, while the range and its personalisation station were exclusive to Selfridges, so the campaign also had to drive footfall to that one store.

The campaign turns on the in-store experience rather than the product alone, because a personalisation service that exists only at Selfridges gives creators a journey to document and gives audiences a reason to visit.

We Are SNS built the work around creators experiencing the Selfridges personalisation service first hand, so the Body Optix range was presented through a customised design journey rather than a product announcement.

We Are SNS curated a group of creators who each used the personalisation services at Selfridges and documented the journey from product selection to a final customised design, showing the personalisation machine and the 360 design capability of the Body Optix range. Deliverables included 1x Instagram Post and 2x Instagram Stories.

We Are SNS reports over 62,681 social media engagements alongside an uplift in brand awareness, and the page says the campaign supported increased in-store interest at Selfridges without publishing a figure for footfall or awareness.

Strategy Breakdown

Customers to be educated on the Body Optix collection and drawn into Selfridges to use the in-store personalisation station.
Lee Jeans tied the Body Optix range to the Selfridges personalisation station, so the brand offered an experience available in one place rather than a product sold on its features alone.
Watching a creator move from product selection to a finished customised design shows audiences what the visit involves, which the page treats as the route to both education and footfall.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • We Are SNS

Results & Evidence

MetricValue
Social Engagementsover 62.7K engagements

Why We Are SNS' strategy worked

  1. 1

    An exclusive in-store service gives creators a story with a beginning and an end, because documenting selection through to a finished design carries product education inside a personal journey rather than a feature list.

  2. 2

    Where the commercial goal is footfall to a single retailer, creator content that shows the physical experience gives audiences a reason to make the visit, which a product shot on its own does not supply.

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