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.

Be a Follower campaign was aired on Instagram, Facebook and Youtube.