The Campaign

Our biggest challenge was making the product story of WATERLESS jeans relevant to the target market – a collection that uses up to 96% less water in the finishing process. The question was, how do we make a pair of jeans designed around water conservation relevant to a nation with the highest water consumption per capita in the region? The idea challenged the youth of Malaysia to live the very DNA of the product. Save water by changing habits. After one month, they would have to prove it by bringing in their water bills to the store. Old bill vs. new bill. The campaign was a success in 41 stores nationwide. Sales increased by 20%. Store traffic increased by 15%. And we got the youth of Malaysia to see WATERLESS jeans as something more than just a fashion statement.

The Brief

Now, how do we then make the core essence of the collection resonate with the target audience? How do you make a pair of jeans designed around water conservation relevant to Malaysia - a nation with the highest water consumption per capita in the region? We needed an idea that made consumers bond with the product on a meaningful level.

Results

Was a success in more than 41 stores nationwide. The campaign was covered in local dailies (Sin Chew, Kwong Wah), securing 460,000 PR impressions. Received 1000+ likes on its Facebook page. Sales increased by 20%. More than 50% sell-through nationwide 15% increase in store traffic 9% conversion rate And we got the youth of Malaysia to see WATERLESS jeans as something more than just a fashion statement.

Execution

We decided to reward good water usage behaviour. The dialogue started on social media. We posed a challenge: “How much water can you save in a month?” If they saved enough, Levi’s would reward them at the end of the month. Every 1m3 saved would equate to RM20 off the WATERLESS Jeans. For 30 days, we shared water saving tips online, and encouraged people to share their own. At the end of the month, we hoped people had done enough. We invited people to bring in their water bills to Levi's stores. And to show us how much they've saved by comparing their new water bill against their old water bill. The more they saved, the more they were rewarded.

The Situation

The product - It takes about 42 litres of water to make a pair of jeans. Levi’s® new WATERLESS Collection uses up to 96% less water in the finishing process, saving more than 170 million litres of water to date. The target audience – Malaysians use, on average, 226 litres of water a day – the highest in the region (Our two neighbours, Singapore and Thailand, use 154 litres and 90 litres of water respectively). A study showed that 70% of Malaysians use more water than they should. That same 70% said they did not intend to change their water usage habits.

The Strategy

We decided to make the youth of Malaysia live the very DNA of the product. Through a dialogue started on social media, we got the target audience to save water by changing water usage habits. After one month, they would have to prove it by bringing in their water bills to the store. Old bill vs. new bill. If they made a positive change and saved enough water, they would save on the Levi’s WATERLESS collection.