Levi’s turned to us for help communicating their new cotton linen blend collection. Their challenge was to broaden Levi’s appeal beyond just jeans and position themselves as a head-to-toe brand among their target audience.
Target Group
Style Curators, 24-35 years.
KPI
The starting point for the campaign was to communicate Levi’s message, “Levi’s just got lighter,” in a credible and inspiring way — and, through the right format, get the recipient to see Levi’s as more than just a brand for jeans.
Our solution was a 360-degree approach in ELLE’s digital channels, where a photo shoot and video production set the tone and served as the common thread throughout the campaign.
In a social media video and native digital content, ELLE’s contributing editor Michelle Jeng inspired head-to-toe styling of the collection. To further engage the audience, we also produced a competition on ELLE’s Instagram, where Michelle raffled off one of her four favorite looks from the collection.
Through best practice and a credible public face, we created content in line with ELLE’s editorial tone, which made it possible to reach the audience in an environment where fashion inspiration is sought daily.
Levi’s campaign with ELLE successfully delivered strong results across all platforms, exceeded KPIs, and engaged the target audience in an authentic and effective way.
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