Helping an iconic fashion brand connect with a millennial audience.

By using the talent millennials know and love to build relevance and bring the brand's DNA to life.

The brief

Levi’s® set us the challenge of creating a series of online films that would promote its bespoke in-store tailoring service that would be watched and shared by the target audience – the millennial generation – Generating enthusiasm for the brand.

Our solution

It was crucial to get under the skin of the millennials. They have a great connection with music- a passion shared by Levi’s®. We asked the questions, what do they love and who do they trust and respect?

The answer: The YouTube stars who are currently trending. Oli White, Patricia Bright and Victoria Magrath.

To mirror the customisation and individuality that Levi’s® offer in their tailor shops, each star was treated to a festival experience, compliments of Levi’s®. We tagged along to capture their day. A custom made Levi’s outfit to kick things off. A journey via bike, plane or even rollerblades to get to their festival location and a personalised line up and activities schedule to make this festival experience their best yet.

The outcome: We created three social films, each delivered through a mix of user generated content from the YouTube stars and our own live filming at the festivals.

The result

The brand team at Levi’s® set us very ambitious targets which we’re delighted we exceeded.

Awesome, genuine and positive comments recorded across Instagram, Google+, Twitter and Facebook.

100% increase on video completion rate based on YouTube benchmark

113% delivery on target video views

650% increase on engagement rate target based on social likes, comments and shares

“As always a very positive experience. From a considered and original response to our brief, a collaborative and flexible planning process through to an efficient and high quality production phase.

All agreed objectives met in terms of scale of distribution. Considering this was a slight leap of faith as it was our first time within the Vlogger environment it was on the whole a very positive experience and one which we’ll look to build upon in the future.

I can’t think of way in which the service received could be improved upon.”

Rhodri Evans, UK Brand Manager