July 13, 2009
For the second year in a row, the Levi's® Brand partnered with Goodwill Industries as part of Levi's® annual "501® Day" activities, encouraging employees and consumers across the country to support people and community organizations in need. From May 1 to May 10, when customers gave their gently worn jeans to Levi's, they got 25% off a new pair of Levi's and the donated pairs were sold at Goodwill, the proceeds from which will go to fund Goodwill's job training programs. Hub Strategy designed, produced and planned all of the communications pieces for the event. Elements included employee clothing, donation bins, stickers, buttons, planned/booked media and special promotions. And in each participating market, Hub had street teams outside of the Levi's stores wearing themed clothing and handing out flyers for the event. In SF they hired a dance troop for the flagship event at the Castro Street store. The lead image accompanying Hub's line "Give Jeans" was a photo of a guy running, but the jeans he's supposedly wearing were die cut out completely, as if he'd already given them away.
We've developed a highly effective approach to building brands when dollars need to be stretched and we normally keep it a secret. But we like you. So we'll tell you about it.
Just this once.
Hub Strategy & Communication
39 MESA ST / SUITE 212 / SF, CA 94129