Levi’s has always been about its “original” and “cool” image, but Chinese Millennials believed the brand was unrelated to them. This was the problem faced by Levi’s in China.

Levi’s fundamental issue was that the brand didn’t excite or inspire the younger generation. Levi’s had lost its denim leadership to rival Lee in China’s lower tier cities, putting it at a disadvantaged position for its brand growth.

Our key aim: connect with and engage China’s younger generation in order to increase sales, particularly in lower tier cities.

Harnessing Tencent’s QQ database, we selected Millennials’ favorite songs that best embodied Levis’ brand spirit. On the app, Millennials playing any of these songs unlocked Levi’s “original” images – backdrops to Levi’s campaign – in a media first!

Even better - we gave Millennials the power to invent their original statement inspired by songs, to pair with their Levi’s image directly on QQ Music. Then, they shared! Every message became an individual story told through WeChat: an expressive image, original statement and song, to get their friends inspired.

Offline: We even invited China’s youths to star in their own Levi’s poster, striking a pose to show their originality! Scanning a QR code on their phones made these shareable socially with their own message, just like on QQ music.

Closing to purchase, interactive outdoor ads called for metro passengers and guided newly empowered young fans to Levi’s stores!