LIU JO 360° CAMPAIGN
From Italy to the Netherlands
What started as a small Italian textile company evolved into a global fashion brand celebrating modern femininity. Founded by the Marchi brothers in 1995, Liu Jo now operates over 350 stores worldwide, with a strong focus on prêt-à-porter fashion. Over the years, the brand strengthened its international profile through campaigns featuring global figures such as Kate Moss, helping shape the glamorous and contemporary image Liu Jo is known for today.
For the Dutch market, So PR’s mission was clear: elevate brand visibility and bring Liu Jo’s signature glamour closer to a local audience. The campaign translated this identity into a targeted, multi-channel approach.
The 360° campaign consisted of:
• Out-of-home activation
• Influencer marketing
• Local retail integration
Out of Home
While Liu Jo is well established in Amsterdam, So PR expanded its presence across the country, bringing the brand to cities including Rotterdam, The Hague, Eindhoven, and Maastricht.
A bold OOH campaign placed Liu Jo front and centre in key urban locations, amplifying visibility beyond its existing retail footprint.
Results
Billboards across major Dutch cities where Liu Jo is already present, generating over €120K in media value.
Influencer Marketing
To translate Liu Jo’s high-fashion, prêt-à-porter identity into the Dutch market, So PR partnered with Lieke van Lexmond and Roos van Dorsten (a.k.a. Moderosa), two influential voices whose personal style aligns seamlessly with the brand.
Results
Lieke van Lexmond (393K followers)
The collaboration generated €49K in media value through a mix of paid partnership and gifted product.
Roos van Dorsten (Moderosa, 213K followers)
The collaboration generated €68K in media value through a mix of paid partnership and gifted product.
Local Retail Activation
To extend Liu Jo’s reach beyond major cities, So PR activated Lieke van Lexmond across a network of 12 local retailers throughout the Netherlands.
Each retailer received a personalised video in which Lieke promoted Liu Jo’s denim collection, leveraging local social channels to drive targeted engagement and in-store traffic.
Results
12 personalised videos distributed via local retail channels, generating €8K in media value while reaching a highly engaged, local audience.
Personalised video by Lieke van Lexmond for Piet Zoomers
