The story of the launch campaign was family, fun, and fit, without forgetting a bit of sex appeal for Mom.
But the core of the launch strategy was to reach Mom in social media and build a real community around the new jeans. This is one of the fastest-growing demographics on Facebook, and it took no time for the buzz to create brand preference on its own.
"I like working on dENiZEN because I love jeans – I can’t think of a product that better exemplifies consumer engagement. People do everything in their jeans and they connect emotionally to the feeling they get when they look good in them. That is a powerful thing. We have one fan that walked down the aisle in her dENiZEN jeans! That kind of brand loyalty is really inspiring."
Over 66,000 likes later, dENiZEN is a category leader at Target and we're busy introducing the new Spring line via an online and in-store strategy.
80+ people including editors, writers and bloggers attended the dENiZEN launch event including representatives from some of the industry’s top publications - Teen Vogue, Better Homes and Gardens, Cosmopolitan, Fitness Magazine and Real Simple.
Coverage included People Magazine, Today Show, Redbook, Retailing Today, Yahoo Shine and hundreds of blogs