OMD EMEA has scooped the top prize in the Lifestyle, Luxury & Fashion category at this year’s World Media Awards, for the “What does performance mean to you?” campaign for Levi’s.
To address the decline in menswear sales and in recognition of the change in culture of what it means to be a man to link with our “performance” product, we brokered a partnership with Huck, a bi-monthly magazine, website and video platform that dedicates its editorial to unfiltered voices of men who are making a change in the world. Working with three men who represented modern masculinity across different cultures: UK, Russia and Germany, the partnership included a premium original hero film and a series of editorial stories that combined photography and profile films of our three characters.
We activated the campaign through digital channels and amplified the content through Levi’s owned channels to increase reach. We also needed to highlight the functional benefits of the Levi’s Performance range, so to do this we re-purposed the partnership assets and created display assets that highlighted the innovative & functional attributes of the jeans, linking back to the stories of our three men.
We amplified the assets to an audience who were in-market for particularly innovative jeans in contextually relevant places, and we used Dynamic Creative Optimisation to target relevant copy to relevant audiences. Using re-purposed lifestyle assets was a first for Levi’s so we tested the partnership product assets vs. the Levi’s usual product assets to understand if the audience resonated better with one or the other.
Answering our business challenge, the campaign generated strong results for the brand with an increase of 6% for men considering Levi’s as a culturally relevant brand.
From a media perspective, we had a completed view average of 28% (largely above the partners average of 3%) and we delivered 73% more pages views than planned, demonstrating that the audience had a real interest in the content created.
When it comes to demonstrating the product benefits, we saw an increase of 40% CTR for the re-purposed partnership assets vs. the classic Levi’s product assets. This demonstrated that the audience resonated better with lifestyle imagery vs. product shots.
You can view all the winners from this year’s awards here.