With this campaign, we wanted to empower followers, not influencers, to promote DIESEL and to prove that they can reach and engage even a bigger number of people through their social media channels. We engaged our consumers into a next-level use of e-commerce and of social media platforms proving that they can be at least as successful as influencers when promoting a collection. And they did, and they were.

We're all on Social Media, the place where influencers rule and followers follow. For the launch of our new Denim collection, we wanted to turn the table on influencers and give followers the spotlight, proving that you can have fun, leave an effortless life and be rewarded at the same time.

That's why we changed the whole back-end of our loyalty program to fit the need of a creative approach to our e-commerce, one that empowers followers to promote Diesel, and not influencers.

We hoped to reach new followers and customers, more people than we would reach with the same old influencers that talk with the same pool of people.

SIDE:BIZ is a Diesel Loyalty Program reimagined as an innovative approach to e-commerce that allows for any Diesel follower to open their very own Diesel digital shop and promote it all over social media. Under the program, anyone can become a Diesel Ambassador and earn rewards. SIDE:BIZ is Diesel’s way of celebrating the followers, putting them first, and unleashing their full social media potential by equipping them with the tools needed to live successfully on their own terms. It’s simple: no pressure, no contracts, no proof of influence needed.

To start a SIDE:BIZ, you just need to go to diesel.com/baf/sidebiz; sign up; receive a unique e-commerce link; and then share it, post it, text it and email it to everyone you know. It's the first loyalty program that taps into the customer native use of social media behaviour. Every time someone shops through their link, they earn rewards.

Our target audience is spending 3 hours each day looking into their social media feeds. And social media is telling us that an influencer’s life must be amazing. So everybody wants to be one. To launch our new Denim collection, we wanted to shift the power to the followers and show that they can be as successful as influencers in promoting a collection. According to a 2015 report from Nielsen, 83% of people completely or somewhat trust the recommendations from friends and family, making it the most trusted form of marketing. We engaged followers into a next level use of e-commerce and social media platforms and empowered them into owning and promoting their own DIESEL SIDE:BIZ.

With the help of 5 self-ironic influencers, we dropped dedicated pieces of content on social media to encourage everybody to be a follower and open their own SIDE:BIZ - a unique link that basically allows anyone to open their own diesel e-commerce store. Every time their friends click on that link to shop, they will go to diesel e-commerce, but we’ll know exactly who sent them there and we’ll reward them with discounts, free DIESEL products and one-of-a-kind experiences.

People started opening their own SIDE:BIZ and soon enough started promoted it on their channels with native content they would usually create: Stories, posts, snaps, chats. With users tagging DIESEL we got access to the content and we gave them a hand by re-posting their stories and posts on our channels thus driving our audience to their own shops, helping them get better results and rewards.

37.000 SIDE:BIZ STORES OPENED IN JUST THE FIRST WEEK.

E-COMMERCE VISITS INCREASED BY 365%, MORE THAN ANY OTHER INFLUENCER CAMPAIGN BROUGHT US.

ONLINE SALES INCREASED BY 33%

18% NEW DIESEL CUSTOMERS

THE MOST SUCCESSFUL CAMPAIGN IN TERMS OF SALES SINCE 2012

+290K NEW FOLLOWERS ON THE DIESEL CHANNELS

55,6 MILLION VIDEO VIEWS

+230% ENGAGEMENT ON THE DIESEL CHANNELS