Crafted for durability, Levi's® collectively reduces waste and embraces sustainability. It goes beyond mere longevity or waste reduction—it's about the depth of life and experiences woven into jeans that endure a lifetime. Levi's® ANZ Buy Better Wear Longer Campaign seeks to elevate consumer experience and environmental responsibility, aligning with the brand's overarching business goals. Relab was approached by Levi Strauss & Co. Australia & New Zealand to initiate a tangible dialogue by sharing relatable, authentic stories from fans about their most unforgettable pair of Levi’s®.
Sustainability starts with ensuring quality. By crafting enduring jeans, Levi's® extends the lifespan of their denim beyond a single owner, era, or even a lifetime.
The user needs
The business needs
OUR APPROACH
Start a conversation with accessible, real lifetime stories of the fans and their most memorable pair of Levi’s®
At Relab, we kick off by engaging in dynamic brainstorming sessions where creativity flows freely, allowing us to conceptualise compelling ideas that resonate with Levi's® brand ethos. To further enhance the campaign's impact, we meticulously craft a high-level customer journey map.
This map serves as a blueprint, guiding us in understanding and addressing the unique touchpoints of Levi's® audience throughout their interactions with the campaign. By combining inventive brainstorming and a strategic customer journey mapping process, we ensure that Levi's® message not only reaches but deeply connects with its audience, fostering a lasting impression and embodying the essence of the Buy Better Wear Longer initiative.
Awareness
Creating an awareness through emotive connection
We suggested igniting awareness for the campaign by leveraging email launch series, social media outreach, and the creation of localised environmental murals.
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CONSIDERATION
Provide an understanding on high quality craftsmanship
The website landing page gives an overview of the campaign, linking to the Sustainability Page & Sustainability Report (SFCC). Interactive pop-ups on the website further encourage exploration of the key message.
Purchase
Delightful and memorable buying experience
Limited and personalised handwritten thank you note for the Levi’s® fan when purchasing in store, as well as a post-purchase Buy Better Wear Longer short form video from a Levi’s® team member for online purchases.
Sustain
Nurturing a mutual connection of shared values
Extending the mutual connection and shared values after purchasing, we proposed to use the Instagram channel, taking advantage on the video stories gathered from fans. In addition, we also suggested for a post purchase email communication series.
final outcome
Increased performance
The strategic and immersive campaign by Levi's® not only boosted brand recognition and engagement but also fueled success and core values. Beyond metrics, it forged a meaningful connection, contributing to the sentimental and sustainable journey that defines the brand. This stands as a testament to Levi's® commitment to resonating emotionally and ecologically, forging a path towards a more sustainable future in fashion.
Elevated brand engagement
Effective customer acquisition
Enhanced loyalty and retention
We are proud for the opportunity to work on the customer experience strategy for this Levi’s campaign. Particularly for the message delivered around extending a product’s lifecycle and the memories created with it. It can’t get any better than that for an iconic brand like Levi’s.
