The Fabric of Our Lives

Levi's

Cross-Cultural Earned Media Plan

Project Collaborators: Jade Holiday and Dequan Williams

The Client

Levi's has been a denim staple in closets since 1853, originally designing their 501 jean as workwear for miners and cowboys in the American West. However, in the 20th century, their popularity spread across the country for being a stylish and durable clothing option. Over time, the 501s became a symbol rebellion and counterculture as rockstars, activists, and artists alike adopted the staple. Even to this day, 501s are still available in major stores, retaining their classic design and timeless appeal.

The Audience

27 - 42 years old (Millennials)
Varying education levels
Reside in tight-knit communities
Actively wear denim, specifically Levi's

The Stitch-uation

How do we celebrate the 150th anniversary of Levi's but in a way fitting of a globally recognized brand?

Key Insight

The most impactful stories are the ones that make you feel like you were there--literally.

The Solution: A Cross-Cultural Clothing Swap

Leveraging the universal storytelling ability of denim, Levi's will create a fabric time capsule of the greatest story: yours, as lived in your 501s.

Rips, tears, paint splatters, patches, failed embroidery--all of these are marks to some but to the consumer, these are individual stories and evidence of moments and memories made in their trusty 501s.

Choosing the Pattern (Strategy)

Create a sense of celebration and buzz that transcends language.

Leverage Levi's legacy to generate earned media coverage on a global scale.

Overall, PR has the power to tap into the audience's sense of nostalgic, both for the brand and for their own lives.

For "the pattern", I tackled the problem with a global mindset, considering how individuals from different cultures would interact with the same campaign given their own unique experiences. This was key to make sure our communications were sensitive yet resonated with the target.

The "Invisible String"

A Sense of Irreplaceable Nostalgia

Personal experiences are the most powerful thing we can tap into, especially those whose memories are triggered by a particular object.

Stitching It Together
The "Threads"

The PR tactics employed parallel to each other for the strongest narrative.

Media Mailers

Encourage Reporters to Participate

Levi's will pitch to reporters who want to be a part of the global denim swap themselves, inviting them to participate. Those who opt into it will be sent their own worn denim--and story--and encouraged to share with their readers.

This allows the campaign to better penetrate news outlets. News outlets with a heavy social media presence/following will be prioritized in hopes they will also amplify on

relevant channels.

In-Store Activations

Create Hubs For Conversation

For those who do not want to/can't afford to mail their denim but want to participate, Levi's will host "Denim Days" at select locations across the globe. At these pop-up events at Levi's stores, participants can bring their own denim, label their jeans on site, and swap with someone else in the store that day.

This further allows the conversation to move in-person, although localized, to make the experience more accessible for those with potential barriers to participating.

Social Media Challenge

Foster Conversation Without Physical Borders

Levi's will share a series of digital posts on Instagram and short-form video on their reels/TikTok to promote the global denim exchange. Consumers will be encouraged to share both their 501s story as well as the story they receive online with #levisgreateststoryeverworn.

This creates another touchpoint for consumers to interact and share stories beyond the physical denim swap. This element can also help extend the overall news cycle.

Evergreen Media Outreach Maintains Momentum

By fostering relationships with reporters, the outcomes of these tactics are magnified--expanding the reach and richness of the cultural conversation.