Effective influencer marketing can be lucrative but in a world where consumers are more informed than ever, Diesel is choosing to celebrate followers rather than influencers as part of its 'Be a Follower' campaign.
Diesel's SS19 campaign does include influencers but mostly for the sake of poking fun at the lifestyle. In one ad spot, Diesel depicts Tokyo-based twin models Amixxa and Ayaxxa Miaya endlessly taking photos of their restaurant meals, barely able to enjoy the company of one another. In contrast to this pair who are said to "have a hard time eating," Diesel shows a gritty, down-to-earth scene shared with friends at a food truck.
Other spots from Diesel's irreverent #BeAFollower campaign depict influencers struggling to get overloaded luggage through an airport and waiting for their excessive loads of laundry to be completed.