Consumers needed the opportunity to discover, participate and collaborate with STS. We relied on the Creative Class to share this content by turning our paid media into earned media.

•Hybebeast hosted 4 live-streamed roundtable discussions, and featured a robust dialogue between the Hypebeast editor on board and key influencers attending Levi’s STS.

•Spin featured a series of music learning sessions. We also created an interactive analog radio on Hypem that showcased local music at each stop.

•Pitchfork leveraged numerous artists to produce “sparks” for users to build songs. These sparks were posted to SoundCloud as part of a first-ever branded user-generated content song contest.

•We amplified content via videos across many channels and devices - cinema, NYC Taxi TV’s, YouTube, and fall premieres on Hulu, ABC, CBS, Fox, MTV/Comedy Central and NBC.

•Out of home and print in strategic geographic and editorial placements wrapped the execution.

The STS campaign delivered strong awareness, engagement and advocacy for Levi’s, inspiring the next generation.

•The campaign delivered over 1.2 billion impressions.

•On average our videos were likely to be viewed to completion (79% completion rate).

•Tracking indicated video awareness and engagement performed well above (sometimes doubling) industry standards.

•First to market social media tracking indicated the campaign activated users to evangelize on Levi’s behalf, generating tens of thousands of “earned” (i.e. free) social media activity.

•The campaign drove users to search for, and ultimately buy Levi’s, with a 78% uptick in both search activity and conversions during the campaign.