The Brief

How can we establish Denizen from Levi’s as a mass brand in India, and demonstrate it’s got great fitting jeans for all kinds of people? And how can we increase sales and drive in-store footfall using this promo – activation combo?

Describe how the promotion developed from concept to implementation

We decided to hack into India’s rich culture to help us. By taking part in a pageant that was started by the kings in the 1800s in celebration of victory and prosperity. The Elephant Beauty Pageant. Held every year in Jaipur, it gets press coverage from India and the world over.

Describe the success of the promotion with both client and consumer including some quantifiable results

Lakshmi and Denizen became the talk of town appearing all over local and international media. Our little adventure video at the Elephant Pageant helped increase Denizen’s fans by over 300% to 1.2 million and contributed to the 2.5 million video views on our channel, with an engagement rate over 4 million. Along the way we also achieved over 74 million friend to friend recommendations, with Share of Voice increased 20 times. We also increased intent to purchase with 300% more clicks on our store locator and thousands of coupon downloads.

Explain why the method of promotion was most relevant to the product or service

We decided to hack into India’s rich culture to help us. By taking part in a pageant that was started by the kings in the 1800s in celebration of victory and prosperity. The Elephant Beauty Pageant. Held every year in Jaipur, it gets press coverage from India and the world over. People who were at the activation event got to see how our jeans fit everyone and were given coupons to our stores. And we developed a sought after limited edition jeans to commemorate the event and as a contest prize for people who watched out event video online