Levi’s / Custom Festival Experience
Levi’s wanted to promote its bespoke tailoring service to the Facebook generation; it needed an exciting new format that would captivate a younger fan base.
Engage the millennial using social media and inform them about Levi’s custom tailoring shops.
We asked Gen Z the questions, what do they love and who do they trust and respect? The answer: The YouTube stars who are currently trending. Oli White, Patricia Bright and Inthefrow.
To mirror the customisation and individuality that Levi’s offer in their tailor shops, each star was treated to a festival experience, compliments of Levi’s. We tagged along to capture their day. A custom made Levi’s outfit to kick things off. A journey via bike, plane or even rollerblades to get to their festival location and a personalised line up and activities schedule to make this festival experience their best yet.
A social campaign with a mix of user generated content and own live festival filming. The brand team at Levi’s set us some really ambitious targets for this project which we’re delighted we over performed on.
- The brand team at Levi’s set us very ambitious targets which we’re delighted we exceeded.
- Awesome, genuine and positive comments recorded across Instagram, Google+, Twitter and Facebook.
- 100% increase on video completion rate based on YouTube benchmark
- 113% delivery on target video views
- 650% increase on engagement rate target based on social likes, comments and shares
“As always a very positive experience. From a considered and original response to our brief, a collaborative and flexible planning process through to an efficient and high quality production phase.
All agreed objectives met in terms of scale of distribution. Considering this was a slight leap of faith as it was our first time within the Vlogger environment it was on the whole a very positive experience and one which we’ll look to build upon in the future.
I can’t think of way in which the service received could be improved upon.”
– Rhodri Evans, UK Brand Manager