{"id":5826,"date":"2021-02-23T16:09:11","date_gmt":"2021-02-23T16:09:11","guid":{"rendered":"https:\/\/the-cma.com\/?post_type=case-studies&p=5826"},"modified":"2022-05-04T12:39:48","modified_gmt":"2022-05-04T11:39:48","slug":"best-partnership-2020-levis-tco-london","status":"publish","type":"case-studies","link":"https:\/\/the-cma.com\/case-studies\/best-partnership-2020-levis-tco-london\/","title":{"rendered":"Best Partnership 2020: Levi’s Here & Now – TCO London"},"content":{"rendered":"\n

Brief<\/h3>\n\n\n\n

Levi’s<\/a> wanted to make a substantial contribution to the evolving conversation around masculinity \u2013 but were conscious that they needed to do it in an authentic way. They also knew that the definition of what it means to be a man is changing. <\/p>\n\n\n\n

To launch their Performance Denim collection, Levi\u2019s partnered with TCO London’s<\/a> premium counter-culture platform Huck to create ‘Here & Now’, an editorial partnership exploring how men are reimagining outdated expectations of status, identity, and performance.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Solution<\/h3>\n\n\n\n

To explore what \u201cperformance\u201d means to a man day-to-day, Huck\u2019s editorial team identified the unfiltered voices of men who are making a change in the world and expressing their vulnerability through art, dance, music and photography. <\/p>\n\n\n\n

Huck documented three men who represented modern masculinity across different countries \u2013 UK, Russia and Germany \u2013 through an original film titled \u2018Not a Hero\u2019, an editorial series of words and pictures on Huckmag.com, and a far-reaching brand campaign through Levi\u2019s’ owned channels. The partnership was activated in 9 markets across Europe and achieved a completed view average of 28% and delivered 73% more page views than planned.<\/p>\n\n\n\n

There\u2019s London-based photographer Owen Harvey, who spent years shooting projects without recognising his core subject \u2013 until a fellow photographer pointed out that his images all centered on how men represent themselves. Musician Tofel Santana remembers how arriving in Germany as an 11-year-old from his native Dominica led to a crisis of identity. It was only through music and performance, Tofel explains, that he learned to discover who he really is. Meanwhile, Kirill Grigorev \u2013 born and raised in a town northwest of Moscow \u2013 has been pushing aesthetic boundaries from the moment he began using his work as a tool for self-discovery.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Results<\/h3>\n\n\n\n

Levi\u2019s, a brand that\u2019s synonymous with dusty pick-ups and ruggedness, generated a new kind of conversation that was both more authentic and sensitive than other brand attempts to address toxic masculinity. <\/p>\n\n\n\n

Huck\u2019s social channels and website became a hub for people wanting to engage more with the stories in the film through editorial longform pieces and photo essays. Huck\u2019s heritage of covering art, activism and action sports provided an authoritative emotional storytelling platform.<\/p>\n\n\n\n

In a first for Levi\u2019s, TCO re-purposed the partnership assets to highlight the functional benefits of the Performance range, creating a bespoke suite of display ads for an advertising campaign highlighting the innovative and functional attributes of the \u201cperformance\u201d jeans, and linking it back to the stories of our three men. These saw an increase of 40% CTR vs. the classic Levi\u2019s product ads, demonstrating the power of original storytelling and authentic lifestyle imagery vs. product shots.<\/p>\n\n\n\n

– 4 premium Huck films, 3 editorial features, 16 social activations<\/p>\n\n\n\n

– 32 Million+ Impressions<\/p>\n\n\n\n

– 8.6 Million+ Video Views, 146% over target, with 2.1M viewers watching 100% of the films<\/p>\n\n\n\n

– 180K+ article reads, 78% over target with a 2-minute average dwell time<\/p>\n\n\n\n

– TCO managed seeding through local media partners in France and Germany<\/p>\n\n\n\n

ROI<\/h3>\n\n\n\n

Winner: Best Lifestyle, Luxury & Fashion – World Media Awards<\/p>\n\n\n\n

Shortlisted: Best Content-led campaign – The Festival of Media M&M global awards<\/p>\n\n\n\n

The partnership successfully impacted the business, brand and media metrics it was being measured against. Levi\u2019s said the business generated by this campaign was above expectation. Whilst it was not optimised towards sales, they credited it with a rise in sales revenue for the performance line in the UK, Germany, France and Sweden (key markets for the campaign).<\/p>\n\n\n\n

The campaign generated strong brand uplift results with an increase of 6% for men considering Levi\u2019s as a culturally relevant brand.<\/p>\n\n\n\n

\u201cWhat the team at TCO have been able to achieve through \u2018Here and Now\u2019 is a great blend of credible and considered insight, excellent creative execution and the expertise to be able to amplify at scale, something that is a lot harder to find than you\u2019d think.\u201d –Rhodri Evans, Brand Engagement Lead, Levi\u2019s<\/p>\n\n\n\n

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