LYCRA : TDTMTD CSV

THE DIFFERENCE THAT MAKES THE DIFFERENCE
RELEASE : SEP 4 2016
In China, Lycra® is often mistaken as a camera or fashion brand. We needed to help everyday people understand who the brand is and how this invisible fiber helps us move through what we wear.
The smallest difference can have the biggest impact. From the 1% difference in votes Trump had over Clinton, or the 2% DNA difference man has over ape, a little bit of Lycra® is all it takes to feel the difference in the garments we wear.
The Difference That Makes The Difference - an integrated “mobile centric” campaign that shows the unseen stories behind every invisible Lycra® fiber. The brand campaign showcases the different product categories in a new light, educating people through an interactive mobile hub.
A film series was created to tell the difference that Lycra® brings to hosiery, jeans & intimate apparel. This was done through the visual mnemonic of twins — seemingly identical on the outside, but remarkably different within. Each story was a personification of the difference that Lycra® brings.
The films lived within an H5 fiber world, where users can explore, pinch, zoom, and stretch different Lycra® fibers to learn more about them.
The mobile hub also featured a look book, where users can check out the fibers applied to a range of looks, challenge what they’ve learned with the pop quiz, and even know what famous KOLs think about the difference that makes the difference.
561,349
UNIQUE MOBILE VISITS (THAT’S 2,040% MORE THAN EXPECTED)
212%
FAN GROWTH
115%
INCREASE IN FILM VIEWS
Proving yet again that the smallest difference can make the difference.
CAMPAIGN SITE
thevoted.com/sh/lycra/tdtmtd/