Case Study: Dockers achieves 57% market penetration and 31% higher video engagement with LinkedIn Marketing Solutions

Dockers® takes to LinkedIn to prove you don’t need a suit

Dockers, the Levi Strauss-owned brand behind the original "Casual Friday" movement, set out to rebuild awareness among millennials, re‑connect with lapsed Gen X and boomer audiences, and reignite the conversation around workplace fashion with a more contemporary, entrepreneurial message.

They ran an integrated LinkedIn campaign—featuring a bold video spot (a young professional wrestling an empty suit) with the line “to change the world, you don’t need a suit,” plus Carousel Ads highlighting Smart360Flex fabrics and The New Casual Book—targeting decision‑makers, job switchers and early‑career professionals. The campaign delivered 57% market penetration at 3x frequency, beat LinkedIn video engagement benchmarks by 31% and Carousel CTRs by 33%, over‑delivered on KPIs and measurably improved brand equity.

Dockers

Joan Calabia

Director Brand Marketing