Case Study: Levi’s achieves cultural relevance with AKQA

Levi’s boosts engagement 2x and reaches 13m with AKQA

Levi's, a heritage denim brand, faced the challenge of connecting with a new generation that values authenticity and is skeptical of traditional advertising. Their goal was to earn cultural relevance and shift from broadcasting messages to creating genuine conversations. To address this, they partnered with the vendor AKQA on a campaign strategy.

AKQA implemented a social-first campaign called "Behind Every Original" that inverted the traditional Super Bowl advertising model. They used the television broadcast as a spark to drive audiences to deeper, platform-native storytelling on TikTok and Instagram. This solution turned social channels into the primary home for content, positioning Levi's as a participant in cultural dialogue. The campaign was highly successful, earning 1.5 times higher interaction rates, 99% positive sentiment, and reaching 13 million accounts with 2 million engagements.

Levi’s