Intarget for Diesel

Engaging the Online Community from the YouTube Runway


Diesel, one of the leading pioneers in denim and casual fashion, is present in over 80 countries with 5,000 retail points and is known for its innovative and trendsetting approach. Founded by Renzo Rosso in 1978, the brand has always represented passion, individuality, and self-expression, evolving over time into a premium alternative in the luxury market.

For fashion and luxury brands like Diesel, developing connections, cohesion, and a sense of belonging in their audience is essential. Indeed, for more than half of luxury consumers, iconic brands are those that make them feel special and create a sense of belonging. In this context, videos play a fundamental role, engaging and inspiring enthusiasts and making them part of a group. Luxury fans love to participate in the experience of fashion shows by following the live streaming on YouTube and watching the extra and in-depth content published after the event.


The main objective was to create a unique and engaging experience for the Diesel community by using the live streaming of the fashion show to increase brand awareness, strengthen the sense of belonging and community engagement, and reach new potential customers during Milan Fashion Week in September 2023.

We took the opportunity to launch the new Spring/Summer 2024 collection, gathering the community around this event and making them interact live as if they were on the runway.


We developed a two-phase YouTube campaign to amplify the event before and during the live stream. In the week leading up to the fashion show, we promoted a series of video content through an in-stream coverage campaign, aiming to create awareness and communicate the date and time of the live stream. On the day of the show, we used the Masthead Live to promote the event in France, Germany, and the United Kingdom, displaying the live streaming video on the YouTube homepage on all devices for 60 minutes.

The main technologies used were:
• YouTube Masthead Live
• In-stream coverage campaigns


The Masthead achieved 18.9 million impressions and garnered the highest engagement rate among the campaign’s content, making the Spring/Summer 2024 fashion show the most viewed in the brand’s history. Moreover, attention and community engagement remained high even after the show, stimulating fan interactions on the YouTube channel with highlights, interviews, behind-the-scenes moments, and key looks directly from the runway.
The YouTube campaign developed for Diesel demonstrates how videos can foster the creation of brand-related communities where people are emotionally involved, interact with each other, and share common passions. This approach allowed Diesel to strengthen brand loyalty and engagement, creating an authentic dialogue with consumers.

Link to the fashion show video: Watch the fashion show
Link to the Think with Google Blog article: Read the article