Consideration
In-feed
A first-of-its-kind lifestyle activation on BeReal repositioned Levi's beyond denim for Gen Z and Millennial audiences.
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purchase intent
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ad recall
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CTR
THE BRIEF
Elevating a heritage denim brand into an aspirational lifestyle icon
As a legendary heritage brand, Levi's is universally recognized for its iconic denim. But to resonate with a new, highly engaged generation of Gen Z and Millennial consumers, they needed to elevate their perception from a traditional "jeans manufacturer" to a holistic, aspirational lifestyle and cultural icon.
Gwenaëlle Hugon, Social Media Expert at Kinesso
THE STRATEGY
The first full-scale lifestyle activation built for BeReal's native visual culture
In partnership with Kinesso (IPG Mediabrands), Levi’s became the first major lifestyle brand to launch a large-scale campaign on BeReal.
The campaign naturally integrated into BeReal’s native feed by showcasing authentic everyday moments and spontaneous lifestyle imagery, achieved simply by adapting existing campaign visuals with no additional production costs.
THE OUTCOME
Authenticity outperformed traditional fashion advertising
The campaign proved that authentic content can drive strong brand impact on social. On BeReal, Levi’s generated 6.4M impressions, reached 2.3M unique users and achieved a 1.57%+ CTR, rising to 1.82% among under-20s. Beyond performance, Brand Lift Study results showed that the campaign strengthened Levi’s positioning beyond jeans: ad recall increased by +5 pts, 61% agreed Levi’s is more than a jeans brand (+11 pts), and purchase consideration reached 45% (+12 pts). The strongest impact was among women and 18–20-year-olds, reinforcing Levi’s relevance with younger audiences and its role as a cultural brand built around self-expression.
