selfies food pictures fashion posts all
our common social posts from youths even
in China but looking closer Chinese
youth social posts weren't vanity or
just for fun each post created reflected
who they were and what made them unique
so when Levi's launched its global
campaign we are original in China we
knew we needed to leverage this natural
desire to express originality instead of
telling Chinese youths what it meant to
be original we handed over a complete
rain of Levi's ads creation and inspired
Chinese youths to create their very own
version of Levi's we our original
campaign truly original ads meant making
every part of the ad original from model
to copy even theme music
Levi's ads were no longer ads but
expressions of individual's originality
we harness $0.10 mobile data selecting
popular songs that match Levi's brand
spirit
[Music]
in a media first youths playing any of
these songs unlock Levi's original
images backdrops to Levi's campaign even
better
we gave use the power to invent their
own original statement every message
became an individual story told through
WeChat to get their friends inspired
offline we even invited China's youths
to star in their own Levi's poster
striking a pose to show their
originality scanning a QR code may be
shareable with their own message of
originality closing to purchase
interactive outdoor ads guided newly
empowered young brand fans to Levi's
stores 2.6 million expressions of
originality were created in just two
weeks
click-through was 50 percent higher than
display ads the Levi's campaign that
Levi's didn't create also boosted
overall sales by 15%
yoy and e-commerce sales by 45%
[Music]