Levi’s

Talent Strategy & Procurement

Levi’s aimed to boost brand awareness and consideration among UK Gen Z women. Parallel implemented a multi-year talent strategy pairing Levi’s with authentic music and entertainment figures popular with Gen Z. We launched with Mabel in the ‘Win With Her 1.0’ campaign, which evolved into a year-long ambassadorship. Actresses Aimee Lou Wood and Charithra Chandran subsequently led creative ‘Win With Her’ campaigns sharing personal Levi’s stories. The initiative achieved an 11% boost in target in-store footfall, beat engagement KPIs by 3.5x, and reached over 100 million editorial impressions for top launches.