Levi’s x Girlgaze to Support Women’s Relaunch
Women's was identified as a strategic growth pilar for Levi's. Having not achieved it's "fair share", the entire line was relaunched including a new fit range, a women's focused campaign, and leveraging top influencers to get the word out.
In addition to a dedicated media campaign, to drive deeper engagement in the US we launched a program with Amanda DeCadenet's "Girlgaze" (a digital media company that promotes the work of women behind the lens in photography and film) to create a series of short documentary films about indomitable females who have stepped up and made a difference in their communities and the world at large.
Highlights
The Girlgaze program consisted of a series of untold stories of women, shot by women, showcasing how they redefined their lives in a major and brave new way in order to lift up the female community - timed to launch during Women's Month.
The content was promoted on Levi's owned channels, paid media, via influencers, and live events in select Levi's and Macy's locations.
Objectives
Drive awareness and sales of Levi's new women's line
Promote Levi's core values of empathy, originality, integrity and courage
Results
High engagement rates with content, both in media as well as on Levi.com
50% growth of women's over 5 years, the top driver in total business growth
2018 winner of Silver Clio