Leem

THE BRIEF

Timeless modern fashion house, Leem, went digital with the launch of its new mobile app on 1st July 2020 across Saudi Arabia. The launch of the Leem app, alongside its physical stores, delivers a more seamless shopping experience for customers, giving them access to the brand’s chic modest fashion looks anywhere, at any time, whilst on the go. The app is available for download in the Kingdom on Apple and Android devices via the App Store and Play Store, respectively, and we were tasked to launch this new app to its current and potential brand customers.

THE DELIVERY

Our key tactics were media relations and influencer engagement. Our media relations announced the news to consumer publications via a press release, media alerts and pings. One of the challenges of the launch announcement was that we do not have access to a Creative Director or founder for commentary opportunities. Therefore it was imperative for us to give a voice to the brand and we did this via our influencer work. We engaged with over 20 KSA influencers, doing background checks of each on our influencer marketing platform that helped us analyse aligned profiles with a legitimate influence. Each influencer we work with we negotiated on barter and briefed them to promote the Leem app, against agreed deliverables, while offering their followers a unique code for tracking downloads and sales.

THE OUTCOME

With over 1,800 downloads to date, Leem was able to not only pivot and drive sales during the pandemic but also launch its long-awaited digital arm of the business.

Build brand awareness – With a total circulation of over 4 million, we got our brand in front of new audiences. We saw a total PR value of over $12 million in four months.

Influencer engagement – We have worked with over 20 influencers across KSA on barter to share the launch announcement. Our influencer work has attributed to over 72% of the downloads with an average ROI of 52 downloads per influencer.

Manage brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate.

Reach new audiences to further brand reach and support bottom line – To date we have seen over 1,800 downloads across KSA.