|Title||REAR VIEW GIRLS|
|Brand||LEVI STRAUSS & CO, SAN FRANCISCO|
|Product / Service||LEVI'S CURVE ID JEANS|
|Category||A08. Best Use of Social Media Marketing|
|Entrant||COLENSO BBDO Auckland, NEW ZEALAND|
|Entrant Company:||COLENSO BBDO Auckland, NEW ZEALAND|
|Advertising Agency:||COLENSO BBDO Auckland, NEW ZEALAND|
|Nick Worthington||Colenso BBDO||Executive Creative Director|
|Levi Slavin||Colenso BBDO||Creative Director/Art Director/ Copywriter|
|Jae Morrison||Colenso BBDO||Director/Art Director/Copywriter|
|Kia Heinenn||Colenso BBDO||Art Director/Copywriter|
|Zoe Hawkins||Colenso BBDO||Copywriter/Art Director|
|Scott Coldham||Colenso BBDO||Group Account Director|
|James Moore||Flying Fish||Producer|
|Sam Attenborough||Flying Fish||Producer|
|Mike Hammond||Colenso BBDO||Editor|
|Flying Fish||Production Company|
Objective: 100,000 views on Youtube. Result: + 8,000,000 views. That’s 8,000% more than what we set out to achieve. Including 82,000 shares on Facebook and 7,200 tweets. 62% of views came from Blogs and in Social media environments, with only 28% coming from YouTube.
We know a great fitting pair of jeans will get looked at. So we turned the camera around to execute the ultimate in product demonstrations. With a hidden camera in our girls’ Curve ID jeans, we caught everyone who looked at their butts. Rear View Girls was a beautifully simple way to demonstrate the power of a great fitting pair of jeans – that had cultural relevance wherever it was seen. The media channel was chosen to elicit the greatest reach and response on a global stage in the shortest possible time - online. The media channel delivered and spawned the intended media spin offs. The seeding strategy, was designed to hit the most influential bloggers and web sites first and once seeded there, the PR was designed to be self perpetuating, each blog or web site, or tv channel or newspaper becoming part of the PR strategy.
Levi’s have lost women. Their jeans just aren’t flattering. Until Curve ID. A range of jeans that fit shape – not size. Women can feel confident wearing the Levi’s product again. Empowered, even. The brief was: Levi’s make your bum look great. They gave us: $10k and a pair of Curve ID. We needed to connect with fashion forward women, and men. Influential people who would be interested in our new product, and our product demonstration. We know a great fitting pair of jeans will get looked at. So we turned the camera around to execute the ultimate in product demonstrations. With a hidden camera in our girls’ Curve ID jeans, we caught everyone who looked at their butts. Rear View Girls was a beautifully simple way to demonstrate the power of a great fitting pair of jeans – that had cultural relevance wherever it was seen. 100,000 hits on Youtube was the target.