Instagram isn’t usually the first channel consumers think to check when assessing which jeans to buy during a shopping trip. Between the mass of touch points in a store and photos online, brands have a wide array of communication points in which to bring their products to life.
To renew interest in Lee Jeans’ brand, DEG focused on the use of the fastest-growing social channel, Instagram.
So how does Lee Jeans, a 126-year-old American heritage company, revive interest in its brand? DEG, a full-service digital agency, saw an opportunity to reimagine what the brand could look like and stand for on Instagram.
At the beginning of 2015, Lee Jeans enlisted DEG to reimagine its social presence. The challenge? Create content that drives relevance and showcases Lee products to a younger audience. This meant tweaking the model that was working with an older, U.S.-focused audience, so that it would resonate with its Instagram followers. Finally, DEG was tasked each month to conceptualize how U.S.-based products could feel attainable to a demographic that isn’t Lee’s primary target audience.