A Historic Streetwear Partnership
For the second consecutive year, SCL Mellon has collaborated with Kappa Greece, undertaking all digital activities, influencer campaigns, and the overall marketing plan. This partnership demonstrates the agency’s ability to deliver high-impact, out-of-the-box strategies tailored to the local market and proves why global brands entrust SCL Mellon to localize their strategy effectively.
The collaboration between Kappa Greece and LEX, one of Greece’s most influential rappers, became one of the most successful influencer marketing campaigns of the year. The limited edition “Kappa x LEX” tracksuit sold out in just 72 hours, creating massive engagement and leaving a lasting impact on streetwear culture.
Goal & Challenge
The challenge was twofold:
- To create an authentic collaboration that reflected the values of both LEX and Kappa.
- To strengthen the brand’s connection with youth culture by strategically incorporating storytelling into influencer marketing.
The set goals were:
- Increase awareness: Maximize organic reach on social media.
- Boost audience engagement: Drive high engagement rates and user-generated content.
Achieve sales: Sell out the limited-edition tracksuit.
Strategy & Insights
LEX, despite maintaining a low public social media profile, has one of Greece’s most dedicated fan bases, with organic influence that surpasses typical influencers. Kappa, on the other hand, has a strong street-style DNA and has always been linked to music culture. This shared philosophy led to the partnership.
How we maximized impact:
- The launch was timed just before the announcement of LEX’s new album, leveraging peak hype.
A 3D video campaign was created to introduce the tracksuit into LEX’s universe.
Creativity & Innovation
This campaign stood out due to:
- A groundbreaking creative approach: A 3D video that showcased the tracksuit in a world inspired by LEX’s music and aesthetics.
- Authentic storytelling: The collaboration was built around the artist’s philosophy rather than just a commercial endorsement.
User-generated content (UGC): Fans uploaded photos wearing the tracksuit, using the hashtag #KappaxLex. In fact, they combined the artist’s logo (T.G.K) with Kappa’s logo and created T.G.Kappa – a new motto that further amplified the impact of the campaign.
Impressive Results
The campaign’s success was massive and measurable:
- 638K organic views on Instagram.
- 29K likes, 260 comments, 688 saves on the campaign video.
- 2K limited edition tracksuits sold out in just 72 hours!
- Hundreds of messages on Kappa’s social media from fans requesting a restock.
Additionally, LEX’s live performance wearing the tracksuit created even more buzz, further increasing demand.
Special Thanks
A huge part of this campaign’s success was made possible thanks to:
STAY INDEPENDENT: the record company behind LEX. Their support, dedication, and belief in this collaboration played a key role in achieving such impressive results.
Diethnis Athlitiki: the largest retail chain in Greece, which distributes the KAPPA brand and entrusts SCL Mellon with the marketing and advertising strategy.
Why This Campaign Stood Out
- Genuine influence: LEX is an influencer in the truest sense, attracting an audience without excessive advertising tactics.
- Emotional connection: Fans felt they were acquiring a piece of their favorite artist’s culture.
- UGC and engagement: The audience took the initiative to promote the product via social media.
- 360-degree strategic thinking: SCL Mellon proved its ability to create and execute holistic, innovative campaigns that push boundaries and maximize impact.
- Global brands’ trust in localization: This collaboration reinforced why global brands rely on SCL Mellon to adapt their strategies to the local market with precision and creativity.
The Kappa x LEX collaboration proved that when influencer marketing is done with authenticity and strategic storytelling, the campaign becomes a case study in successful brand storytelling and community engagement.