Levi's – Call Us Levii's
In the early days of Destiny’s Child, the group faced a hurdle that many Black artists have encountered: high-end fashion houses were reluctant to dress them. However, Levi’s saw their potential early on and built a relationship with Beyoncé over the years. When the artist dropped her latest album, Cowboy Carter, featuring the track “Levii’s Jeans,” it was the perfect moment for Levi’s to celebrate an icon whose influence has long been synonymous with their brand.
Beyoncé’s Cowboy Carter tracklist drop was a seminal moment in culture that was impossible to ignore. But with the social conversation evolving by the minute, the challenge was to react quickly enough to enter the chat before the world moved on.
Within one hour of the tracklist reveal, we commented on her post and updated our social channels to mimic her “ii” spelling of our name. When she released the album two days later, we were ready with a carousel of diverse bodies in Levi’s jeans, celebrating the steamy spirit of our namesake song.
Role: Head of Social & Creative Director
The response garnered incredible earned engagements and impressions worldwide. This swift, concise, and free response cemented our role in the moment while aligning the brand with one of the world’s biggest global stars and her die-hard fanbase.
Instead of shoving ourselves into culture, we slid into the digital commons it already called home: the feed, the grid, and the comments section. This scrappy response surprised fans and sleuths, who applauded us for keeping our cool while still cementing our role in the moment. That small but mighty nod from the internet opened the door to something bigger: a year-plus of continued collaboration between Beyoncé and Levi’s.
Our actions on social resulted in over 650K organic social engagements, and 3.4M+ organic owned social impressions and 7.5K+ new fans on Instagram and TikTok. The reaction received over 1.7B+ press impressions including coverage from GQ, Billboard, Fast Company, Complex, Rolling Stone, People, AdAge, The Independent, and Daily Mail UK resulting in over and a $27.6M estimated media value.
TBWA\Chiat\Day
Role: Head of Social & Creative Director
Executive Creative Director: Desmond Marzette
Senior Creative (Copywriter): Natalie Dole
Senior Creative (Art Director): Gaia Elise
Senior Copywriter: Dylan Cimo
Social Copywriter: Jessica Nugent
Senior Content Creator: Irina Kirvesmaki
Senior Content Creator: Bela Bhushan
Executive Creative Director: Desmond Marzette
Senior Creative (Copywriter): Natalie Dole
Senior Creative (Art Director): Gaia Elise
Senior Copywriter: Dylan Cimo
Social Copywriter: Jessica Nugent
Senior Content Creator: Irina Kirvesmaki
Senior Content Creator: Bela Bhushan
