Delamibrands

Lee® BODY OPTIX Denim Launch

Consumer Brand Building / Digital and Social Communications / Media Monitoring / Media Relations

Challenge

80% of Lee® jeans are mostly produced for men and men has been its majority customers. Also, with many jeans brands available in the market, many women still find it difficult to own high quality jeans that suit women’s unique body shape. Lee® wanted to increase their women market share by conducting a media launch event and social media activation for their latest product designed for women, the BODY OPTIX Denim.

 Solution

Press Conference: Maverick assisted Lee® jeans Indonesia to organize a press launch event introducing the new BODY OPTIX Denim on 8 November 2016. We conducted the press conference in a talk show format and followed by a fashion show to highlight how BODY OPTIX Denim can enhance woman’s body shape using visual illusion technology. Beside Lee® representatives, we also engaged a Fashion Editor to become one of the spokespersons to discuss about the current denim trend and denim styling for different body types, which also strengthen the messages to the media.

KOLs Engagement: Maverick engaged 3 Key Opinion Leaders to build excitement and awareness on BODY OPTIX Denim as well as to sustain social media conversations among general public.

 Result

The launch event managed to attract 23 guests including 17 journalists and 6 Key Opinion Leaders

The launch event has generated 23 online and printed media impressions that worth Rp. 3,545,750,000 in PR value

The total of 9 posts by the 3 KOLs have generated more than 17,000 likes and 50 comments on Instagram, with all comments were mostly written in positive and neutral tone