<\/figure>\n\n\n\nResults<\/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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