Levi’s® 501® – Integrated Campaign

Faulhaber launched an influencer-led omnichannel campaign to mark the iconic milestone for the 150th anniversary of the 501s. The 3-month campaign focused on a strategic mix of paid and earned strategies across media and influencer, coupled with experiential event marketing. Faulhaber partnership with top Gen Z creators like Lizzi Kapran, Niki Victoria, Taiwo Aladejebi, Nathalie Martin and Myles Sexton to style the 501s and spread the word about the anniversary. A select group of creators were invited to an immersive junket experience to the brand birthplace in San Francisco, highlighting the anniversary in participation with all global markets. A consumer facing pop-up at the brands Toronto Eaton Centre flagship was also executed, amplified with paid social content with BlogTO to drive store traffic. Tailored media pitching ensured top coverage was secured in publications like Globe & Mail, ELLE Canada/Quebec, The Kit, FASHION Magazine, Post Media.

Earned media relations
Paid media relations
Ongoing paid partnerships with brand ambassadors to hero the 501® styles through social content.
Organic seeding to 150 targets including media, influencers and stylists, amplified with a branded microsite to highlight digital content.
Micro-seeding program to generate ongoing organic social coverage.