Introduction
When Levi’s wanted to break into the growing commuter/urban market, the team knew it was crucial to be legitimate and authentic with the brand-conscious target audience. Levi’s selected ECHOS to deliver the message with an aggressive corporate public relations campaign that effectively saturated lifestyle media with the product and
Approach
Editorial was crucial but not the overall goal: ECHOS identified the most influential shops to sell the line and jump-started sales by designing and manufacturing unique POP displays and hosting legendary parties to spread the word. We executed a collaboration project with cycling royalty by developing a custom Levi’s Commuter Jacket program, which integrated their identity with the Levi’s product, further legitimizing the Commuter line in the culture.
ECHOS developed eight campaign markets (NYC, PHI, CHI, MPLS, AUS, LA, SF, and PDX), identified and engaged with retail, which created word-of-mouth and viral buzz globally while we drove the message with public relations. Partnering with the Levi’s PR team, we led the development and execution of corporate press releases, media sample distribution and in-person, market-by-market media meetings.
