Influencers. Always on point with the latest trends. Always copping the coolest merch for free. Always attending the coolest parties. Everybody wants to be like them. Our feeds tell us that an influencer’s life must be amazing. But is it, really?

For the new Diesel Denim Collection, we needed to show that an effortless life, a life where you don’t try too much be that with your clothes or social media behaviour, is the real mark of successful living. We needed to get people on board with the belief that living a carefree life is better than trying to get social media fame.

We launched the SS19 collection by encouraging everyone to BE A FOLLOWER. Through this campaign, Diesel took the power away from social media’s influential elite, and gave it to the 99% and only rewarded them as they would reward influencers. It’s a celebration of those who don’t try too hard. It’s a reminder that real successful living is an effortless art. Of course, this makes SS19 the perfect opportunity for Diesel to get back to its denim roots, because what’s more effortlessly cool than jeans?

After looking at data we realised our target is swimming in a sea of influencers and sponsored posts, which made everybody admire the lifestyle of a prefabricated, seemingly easy life.

-90% of our target audience spending around 3 hours per day on social media, out of which 2 hours on Instagram and Facebook.

-On Instagram only there were more than 26 million brand influencer sponsored posts in 2018, with that number estimated to double in 2019.

That’s why, to promote the effortless life of a denim person, the complete opposite of a multi-layered influencer, we encouraged everybody to Be A Follower, by using overworked, exhausted and more importantly, self-ironic influencers.

They promoted the message to their followers by tagging Diesel and then Diesel reposted it on their social media platforms.

Diesel partnered with @bloodyosiris, @amixxamiaya & @ayaxxamiaya, @kristennoelcrawley, @thenativefox, and @eliasriadi to create and share dozens of pieces of video content that serve up several slices of influencer humble pie. Each piece of content compares the trials and tribulations of the Instagram life to the effortless, carefree and not-worried-about-appearances life of their denim-wearing followers. The short films are first shared by influencers on their social media platforms and then shared on Diesels’ Social Media Platforms, bringing in more followers and new customers

55,6 Million Video Views

258 Million impressions

+290.000 new followers on the Diesel Channels

+230% engagement

+18% New Customers

+33% Online Sales