ABOUT

Just like Millennials around the world, young Chinese love social media. Selfies! Food pictures! Fashion posts! However, looking closer at social posts in China, they weren’t vanity or just for fun. Each post reflected who they were and what made them unique.

Instead of telling Chinese Millennials what it meant to be original, we handed over complete reign of digital ad creation, inspiring them to create their own version of Levi’s campaign. From model to copy, even theme music, Levi’s ads were no longer ads, but authentic expressions of individuals’ originality!

Partnering with Tencent’s QQ Music, we selected Millennials’ favorite songs that best embodied Levis’ brand spirit. In a media first, Millennials playing these songs on their mobile QQ Music app unlocked Levi’s “original” images – backdrops to Levi’s campaign! We gave Millennials the power to invent their original statement, to pair with their Levi’s image. Then, they shared! Every message became an individual story told on WeChat: an expressive image, original statement and song, inspiring their friends.
Offline: We even invited China’s youths to star in their own Levi’s poster, striking a pose to show their originality! Closing to purchase, interactive outdoor ads guided newly empowered young fans to Levi’s stores!

• Over 2.6million Levi’s ads were created by Millennials in just two weeks!
• An additional 2.9million consumer engagements (likes/forwards/comments/shares) across the campaign.
• A campaign for Millennials created by Millennials, click-through was 50% higher than display-ads!
• Boosted overall sales by 15%YOY.
• 14%YOY increase in e-store traffic (20%increase from lower-tier cities) led to 45%YOY increase in e-sales!