Dance Meets Jeans: Diesel Advertises with Trendy Dance Video

What happens when trending dance moves meet a fashion brand? A dynamic campaign is born! Diesel is now considered a genius in creative marketing strategy, after the release of their “a-z of dance” promotional video last month. This digital marketing campaign was created to advertise their latest soft and flexible Jogg Jeans that are apparently comfortable enough to dance in. The video features a wide range of dance moves from classic ballet arabesques to the trendy twerking. By partnering with the online magazine i-D, they were able to stray away from traditional advertising to sponsored content.

Meet the Target

Demonstrating the a-z of dance was not only unique but also intriguing to Diesel’s young, alternative, and rebellious target audience. This isn’t the first company that has chosen to display their promotional content on internet only mediums. The internet has proven to provide reach and viral possibilities for a lower cost. Another factor in the popularity of digital only advertising is cable television becoming obsolete to Netflix. The medium chosen was not only beneficial to the content and its target market but more cost efficient and measurable than a 30 second TV spot. When targeting a younger demographic, online marketing is usually a win-win for advertisers and consumers. The video had over 1.5 million impressions on youtube this is excluding the views of the video hosted directly on i-D magazine‘s site.

Thinking Outside the Box

What hasn’t been done is precisely what should be explored when brainstorming for a creative campaign. Diesel didn’t follow the usual marketing strategy for their new Jogg Jeans. The advertising team decided to choose a theme that not only accurately fit the product but shifted from just the product to people using the product. The way this campaign was integrated into i-D magazine’s a-z series made it much easier to capture the views of consumers. The video became sponsored content that was shareable among social media sites and world of mouth. When advertising agencies create captivating and unique content and expose them to the right medium, it can spread quickly among viewers especially on the internet. Interesting advertisements also make it easier to develop a loyal following.

Ask the Audience

In this highly digital age consumer interaction is a major Key Performance Indicator that your advertisement is doing well. It also allows consumers to build a relationship with the company. The call to action apparent in the beginning of the video was “#JoggJeans”. This is Diesel’s way of soliciting buzz and word of mouth marketing via social media. The landing page for Diesel’s Jogg Jean campaign featured a follow up to the “a-z of dance” video, which featured a video compilation of a diverse group of fans who hash-tagged their dancing videos with #joggjeans for the chance to be chosen for the video. Diesel not only encouraged participation but allowed their audience and fans to participate in the campaign as well. Now that’s what fuels brand loyalty!

Remember its not about having the best product/service in the industry. It’s about delivery!