# Anti-Influencer Fashion Campaigns Diesel's 'Be a Follower' Campaign Depicts Influencer Antics By Laura McQuarrie | Published 2019-02-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/be-a-follower References: [thecurrentdaily](https://thecurrentdaily.com/2019/02/05/diesel-celebrates-followers-and-not-influencers-with-latest-campaign) & [shop.diesel](https://shop.diesel.com/) Effective [influencer marketing](https://www.trendhunter.com/trends/bring-out-the-flavour-campaign) 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](https://www.trendhunter.com/trends/analog-life) 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. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 50% | Activity: 96% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Follower-centered Campaigns:** There is a trend towards campaigns that celebrate followers rather than influencers, providing opportunities for brands to connect directly with their audience. - **Social Media Parody:** Brands are turning to humorous parody of influencer culture on social media to attract attention and stand out from the crowd. - **Authenticity Marketing:** Consumers are valuing honesty and authenticity more than ever, creating an opportunity for brands to market their products in a more genuine and realistic way. ### Where This Applies - **Fashion Industry:** The fashion industry can capitalize on the trend towards follower-centered campaigns by showcasing real people wearing their designs and celebrating diverse body types. - **Marketing Industry:** The marketing industry can leverage the trend towards social media parody by creating humorous content that pokes fun at common tropes and engages audiences. - **Travel Industry:** The travel industry can take advantage of the trend towards authenticity marketing by promoting truly unique and local experiences rather than generic tourist hotspots. ## Related on Trend Hunter - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Playful Travel Fashion Campaigns](https://www.trendhunter.com/trends/fossil-made-for-this.md) - [Charitable Influencer-Targeting Campaigns](https://www.trendhunter.com/trends/thrift-it-back.md) - [Miniature Collectible Campaigns](https://www.trendhunter.com/trends/worlds-smallest.md) - [Convention-Challenging AC Campaigns](https://www.trendhunter.com/trends/windfree.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md) - [GenAI Fashion Campaigns](https://www.trendhunter.com/trends/desigual-x-neural-fashion.md)