Outspent in the fashion category, and with limited floor-space visibility at key retailers, Levi’s DENIZEN needed to establish its own identity within the Levi’s portfolio and the category at large, and be sought out in-stores and online.
We helped Levi’s establish the Denizen brand within the larger portfolio and give it a voice reflective of the audiences’ deep-seated value in experiences over material items and fostering of self-expression and self-improvement. We developed straightforward narratives and amplified them across TV, digital, social and OOH that generated a 41% increase in social engagement and 21% lift in eCommerce traffic.