When the popular teen denim line, l.e.i., updated their in-store branding and ad campaign, they came to us looking for a web site that would complement it and get young girls talking. Part of the challenge lay in the fact that l.e.i. wanted girls to spend more time on their site, without making e-commerce available to them.Our strategy was to engage them with a variety of interactive tools – ones they could even share with their friends. A Look Book, launching from a virtual bedroom, showcased l.e.i.’s in-store offerings, while a Mix It Up tool let girls pair up tops, bottoms and accessories to create a complete look they could email to their friends. Wallpaper, icons and pop-up polls completed the site, making leijeans.com a true destination for teens.With the launch of the new site, l.e.i. now has a cohesive brand message that looks to empower young women and help them embrace their independence. The interactive “share with a friend” elements have also added a stronger sense of community, helping to increase loyalty in the l.e.i. brand.