Reimagining Levi’s: Make a Difference Campaign

When tasked to reimagine Levi’s, I developed an innovative campaign strategy centered on “Make A Difference with Levi’s.” This sustainable music festival allows Generation Z consumers to customize Levi’s products to advance positive change and self-expression. Extensive research using storyscaping and time being methodologies provided data-driven consumer insights to inform campaign development.

Core analytics uncovered Gen Z’s passions for music and priorities around integrity, individuality, and responsibility. Leveraging these insights, the festival concept speaks to their values, while allowing Levi’s to organically highlight its emphasis on originality and purpose.

Ultimately, my marketing strategy creates an authentic path forward for this iconic brand by focusing on sustainability, customization, and value alignment – interests that deeply resonate with youth. This innovative branding approach has potential to reenergize Levi’s connection to today’s activated consumers.