To renew interest in Lee Jeans’ brand, DEG focused on the use of the fastest-growing social channel, Instagram. DEG’s social team performed extensive research into photo styles, Instagram filters, product placements, storytelling, tone, and more to create a course-correction strategy for Lee’s Instagram account.
After developing a visual style guide, DEG was trusted to produce quality content that laddered back up to the visual style guide, while incorporating products that matched the brand’s initiatives. Due to the diverse audience on the channel, DEG had to find the right balance of lifestyle photography, product-focused photography, and video to re-engage the Instagram audience and attract new users.
Keeping true to its data-driven approach, DEG relied on ongoing analytics to measure success and help tell an impactful story. The team used data to test and refine its approach to creating visual assets for the channel. This included shifting camera angles, model poses, and incorporating crowdsourcing photography from fans and internal agency resources, all while telling a story about the brand that would resonate past the “like” of a photo.
DEG’s expert understanding of its client’s customers introduced a new identity for Lee. Lee’s Instagram profile and photos have a continuity and quality that previously didn’t exist. With this continuity, a new user base has consistently come back to Lee, looking for new products and photos in which to draw style inspiration. The channel has also seen massive organic growth—adding more than 57,000 new followers from January 2015 to May 2017. DEG’s efforts has resulted in:
- A 453-percent growth rate over the same time period.
- Lee surpassing 70,000 followers as of May 2017.
- A 302-percent increase in engagement, shown as a percentage of followers.
- An average increase of 230 engagements per post from 2015 to 2017.
With increased engagement and user buy-in to the channel, Lee has trusted DEG to attempt even more creative Instagram projects, especially with the use of micro video, .gifs, and Instagram ads. More importantly, DEG’s work with Lee has empowered its consumers to now see the brand in a more positive light, creating an environment where fans seek to share their brand experiences by posting their own photos using the hashtag #LeeJeans.