Levi's 501 jeans celebrated their 150th anniversary on May 1, 2023 officially marked 501 day. Levi's executed a number of initiatives but did not have an anchoring brand experience to build momentum for the year long celebration to unify them together.
CHALLENGE
Engage with youth worldwide, on their terms
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Revamp Levi's product with a fresh appeal
Inspire culture, foster shared experience
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MARKETING OBJECTIVE
Drive customer acquisition
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Show sales growth
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Build audiences
BRAND
Value
Quality, Authentic, Sustainability, Cool
Identity
Timeless, American, Original
Message
Quality never goes out of style!
ASSESS
PRIMARY RESEARCH
62% of website visitors are millennial females, while 38% are millennial males.
The top three social channels for engagement are Facebook, YouTube, and Reddit. Facebook being first.
SECONDARY RESEARCH
Consumers actively engage with the brand's diversity and sustainability efforts on social channels.
They also demonstrate enthusiasm for real-life events as a means to connect with the brand and invest in its products.
AUDIENCE PERSONA
Enjoys distinctive styles and value individuality
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Passionate about social change, brand transparency, sustainability, diversity
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College educated or attending college -- median salary $50K
ARCHITECT
ACTIVATE
In-store exhibit in 7 global flagship stores:
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Levi's Time Capsule​
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Style Evolution
Consumer Benefit:
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Educational
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Emotional Connection
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Build Community
Campaign Flight:
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12 months
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Campaign Success:
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Increased foot traffic (in-store)
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Conversion rate
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Audience growth
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Increased social media interactions
