Alex Mill launches denim with marketing featuring employees

The team behind the casual apparel brand Alex Mill knew they wanted a splashy marketing campaign for the launch of its first denim line. It didn’t take long for them to come up with their idea: a coordinated dance routine set to “You’re the One That I Want” from “Grease.”

The team dropped the video on Alex Mill’s Instagram channel on February 15, getting almost 60,000 views on the first day and 80,000 by February 23. That helped the brand sell out of multiple styles from the denim line within the first week. The video was inspired by a similar video the brand launched six months ago to promote the launch of jumpsuits. It was set to a mashup of Carly Rae Jepsen’s “Call Me Maybe” and Whitney Houston’s “I Wanna Dance With Somebody.”