Cannes Lions

THE A-Z OF DANCE

VICE, New York / DIESEL / 2015

Presentation Image
Case Film
Online Video
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Overview

Entries

Credits

Overview

Execution

Virtue and i-D rolled out a robust activation strategy including seeding of the film across i-D.co, the VICE network, and Diesel properties. Diesel owned 100% SOV on i-D.co and display globally across VICE owned and operated. We amplified the film through social media and engaged audiences with a CTA for users to submit their own dance videos. A-Z of Dance also played in New York City cabs and became the foundation of in-store promotions with talent and live events.

Outcome

No one could have predicted the phenomena that followed: over 3 million views in its first week online, 189 million PR impressions and 5.6 million social media impressions. The video led to the largest increase in Diesel’s YouTube channel subscriptions to date and became the most commented-upon video in Diesel's history (144% higher engagement level than average campaign). A-Z of Dance was the most favorited tweet, liked Facebook post and Instavid in Diesel's history. The video’s talent drew audiences to the store helping to drive an exponential increase in footfall increase 150% growth on Jogg Jeans sales year on year.

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