Coachella
Music, an integral pilar of Levi’s brand activation strategy, naturally led us to establish a significant presence at Coachella, the unrivaled leader among music festivals and a haven for influencers and style. For eight years, starting in 2015, Levi's has had a prominent voice at Coachella, driving brand engagement at the center of culture and making Levi's the uniform of festival goers worldwide.
Highlights
Past activations included…
Transforming “it” hotels into a Levi’s sanctuary, extending invitations to influencers worldwide. Guests enjoyed a weekend filled with exclusive parties, customization sessions, and live performances
Hosting pre-Coachella fitting parties, ensuring that talent and influencers were styled in Levi's. Extended Coachella customization at scale via Levi’s Tailor Shops in our retail locations
Curating an exclusive event at Haus LA, strategically positioned between Coachella's first and second weekends as a way to deepen relationships with influencers and industry people
Securing the coveted title sponsorship for the Neon Carnival, Coachella’s most exclusive and coveted after-party
Guests have included Hailey Bieber, Emily Ratajkowski, Bella Hadid, Brooklyn Beckham, Jaden Smith, Snoop Dogg, Heron Preston, Joan Smalls, Suki Waterhouse, Camilla Belle, Chiara Ferragni, Romee Strijd, and many more
Levi's also extended invitations to key premium accounts, where they created exclusive Levi's content on-site for distribution across digital channels
Content captured during Coachella was used to amplify our reach on Levi's owned platforms
Objectives
Make Levi's (501/501 shorts specifically) the unofficial uniform of festival goers
Drive significant PR impressions and buzz
Create impactful content for owned channels
Provide venue to authentically engage with influencers and tastemakers
Be at the center of culture, especially with youth 18-30
Promote Levi's Tailor Shops at scale for customization
Results
Consistantly achieved 2B earned media impressions, cementing Levi's connection to Coachella
Helped drive significant growth for 501 shorts and Levi's Trucker Jackets, making it the unofficial uniform of music festivals
Drove traffic increase to Levi's retail stores during festival activations
Grew share of youth age 18-30