With the Lead the Follows positive messaging and tagline “You can’t influence the world tryin’ to be like it.” , there was additional drive to see this campaign succeed from VMI’s digital producer, Gabe Elliott. The growth if the brand meant not only monetary growth for the client, but an opportunity to make a positive social impact. With the need to reach a young audience, Gabe looked to find a way to leverage the existing strong brand advocates.

The plan would be encourage the Lead The Followers influencer’s to share images of themselves wearing the brand through their social channels along with hashtag #showyouLTF for a chance to win a gift card to shop for free. Woobox was chosen as the platform to manage the campaign. The image would be pulled via the hashtag and posted onto a page of the website. Those that submitted an image would then encourage their friends to vote for their image in the hopes of being one of the top three that win via most votes. Traffic to site, social engagement, and image submissions all exceeded goal.