Levi’s Shape What’s to Come

Levi’s has made a significant worldwide commitment to reconnecting its brand with younger women and to better understanding the challenges, expectations, goals and experiences that they face. One of the company’s major initiatives has been the creation of www.ShapeWhatsToCome.com – an online community for them to connect, collaborate and engage with other like-minded women across the globe.

The Challenge

The agency’s brief was to launch www.shapewhatsocome.com in the UK and provide ongoing community management and blogger engagement. The aim of the Shape What’s to Come community is to deliver relevant, credible and exclusive content to members, foster mentorship opportunities and employ an innovative use of technology to drive traffic and encourage membership.

Mentorship & Community

Research into the attitudes of 3,000 Millennial women around the world revealed young women are revising the traditional mentorship model to better fit their needs and lives, and to reflect the current realities of technology. Their focus on trading advice and learning from their peers rather than the traditional figure of an older, wiser, more experiences mentor.

Bloggers and influential/inspirational women in the online space who fit this demographic could be engaged to provide this mentorship as well as help launch the site by becoming founding members and BETA testers, and promoting the community within their own networks.

Connecting the dots

• The agency’s strategy was to generate buzz around the Shape What’s to Come initiative in the UK by implementing a three-tiered approach to the community recruitment and mentorship: Ambassadors, BETA Bloggers, Members.
• This strategy would ensure exclusive and relevant content was produced around the Ambassadors’ stories.
• A group of influential bloggers from launch would be founding members and test the site in Beta as well as help generate conversation to drive new sign ups.
• Ambassadors were selected for each key area of interest for the Shape What’s to Come community – fashion, music, art & media and social change.
• These women represented the community’s core values of creativity and daring and served as mentors to grass-roots members and were central to the site’s publicity online and offline.
• The UK’s most influential female bloggers in each of the four focus interest areas were recruited as founding members and Beta testers for the community and site and invited to attend a VIP event at the Levi’s flagship store in London.
• Levi’s existing digital embassies were employed to raise awareness of the community and drive traffic through Facebook, Twitter, Tumblr and Levi.com.