It wasn’t enough to release an anti-influencer campaign - Diesel wanted to turn the idea of influencers on its head. We built a unique reward program, one that was only accessible to users with less than 1,000 followers. These micro-micro-micro-influencers, effectively regular fans of the brand, were able to get the full celebrity treatment, with discounts, exclusive drops and reward codes. Because being an influencer shouldn’t be a full time job. It should be a Side:Biz.