Advertiser: LEVI STRAUSS & CO.
Agency: WUNDERMAN
Category: Websites, Microsites & Banners
Advertising campaign: LEVI'S 501: ORIGINAL SINCE 1873
Group Account Director: Pam Bevilacque (Wunderman)
Account Executive: Jackie Potter (Wunderman)
Associate Creative Director/Copywriter: Pete Barry (Wunderman)
Associate Creative Director/Art Director: John Rodrigues (Wunderman)
Chief Creative Officer: Nick Moore (Wunderman)
Outcome
RESULTS:*Visits: 351,000+Uploads #501: 60,000+Average Time Spent on Site: 2 minsAverage Time Spent on Site: 11 mins(return visitors) *Initial six weeks
Execution
The strength of the creative lay in producing a destination that possessed the same level of authenticity as the 501 jean itself. To do this, the primary focus of the microsite came from a key insight that has made Levi’s 501 the world’s most iconic jean: We all wear it differently. To add another branded dimension, the ever-growing, iconic gallery was fittingly textured with 501 imagery, quotations and cultural insights. Because no other jean has the legitimate right to own the term ‘original’, it’s only appropriate that the 501 owns the right to create a gallery of true originals.
Implementation
Because the 501 is (and has been) made with you, we chose to step aside, creating a destination that invited everyone to showcase their unique 501 look. Brand engagement and response rates were achieved through the ability to record the number of photo uploads to the online gallery from 501 fans everywhere (either directly via desktop or using #501), as well as interaction and engagement rates of all the site content – both Levi’s and user-generated. The microsite also directed users to their regional Levi’s e-commerce site to browse and buy the 501.
Client Brief Or Objective
The primary target audience was fashion setters and followers; past, present and future wearers of the 501. The strategic challenge was to re-establish the 501 as the world’s most iconic jean. The objective was to utilize the online space to help celebrate the 140th year of the 501. Inspired by the pioneering spirit of Levi's 'Go Forth' tagline, we created a simple thought that seamlessly connected strategy to concept: No matter how, when or why you wear the 501, you’re an original. No other jean can own this.