Levi’s, once the definitive symbol of youth and rebellion, has recently faced a strong challenge from a plethora of young brands like Ksubi, Nudie etcetera. It has lost its mojo with the core audience of 18-24 year olds - who perceive them as 'dad’s jeans', with little awareness of the range beyond 501's.

To change perception of Levi’s, we wanted to showcase our range of progressive cuts, get them onto the bums of a cool and vocal crowd and give them a reason to talk about us in social media, influencing their peers.

The idea was I Spy Levi’s. A real world ‘catch me if you can game’ using Twitter.

1) Levi's reps walked around key cities across Australia and New Zealand wearing new jeans from the Levi’s range.

2) They released hints where they were via Twitter. Followers could piece the clues together to find the person wearing the jeans.3) If they asked the wearer “Are those Levi’s?’, the Levi’s rep would drop their pants and hand over the jeans on the spot.4) Every winner was photographed and posted online to stimulate further buzz and awareness of the Levi’s range.

•We saw people chase our reps in cabs, run across town in high heels, organise office-teams for the hunt, and even call in sick•Several local and national TV stations and newspapers picked up the story and more than 100 blogs dedicated an article to I Spy Levi’s – reaching 1.7 million people•Through re-tweets and replies we reached more than 300,000 people on Twitter •Mentions of Levi’s in social media were up 325% •Purchase intent increased from 7% to 11% •Levi’s is now implementing the campaign in several markets across Europe and Asia

Brand perception and peer influence are main purchase drivers in the denim category – and we lacked both. The combination of hip inner city areas and innovative use of Twitter drew the perfect crowd to be our ambassadors – influencing the ‘fashionable majority’.The jeans were at the heart of the idea and the act of dropping them became a much talked-about campaign device, as did awarding followers number 501, 524, 568 etc with free jeans. By showcasing the different styles our reps were wearing we had people look out for the product - educating them along the way.