Levi's Always-On Creator and Store Launch Programme
Influencer MarketingSocially Powerful ran a layered creator programme for Levi's across the UK and US, pairing fashion ambassadors with cultural moments and store launches, and reports $1.2M in earned media value.
About the campaign
Levi's worked with Socially Powerful on a layered creator programme in the UK and US that produced $1.2M in earned media value. Levi's is a heritage fashion brand whose audience expects it to keep up with culture. The brand did not need awareness, and it wanted relevance that lasted beyond one-off campaigns.
The agency built the programme in three layers, each tied to a different priority. Culturally credible fashion ambassadors posted about Levi's every month to keep earned content growing between big moments. Creators from outside fashion joined activations around the Super Bowl and Levi's partnerships with Beyoncé and Disney's Toy Story. A store launch playbook paired hyper-local geotargeted creators with in-store visits from pre-launch to post-launch. The work ran on Instagram and TikTok, and the playbook covered all 17 store openings in 2025.
The agency reports $1.2M in earned media value across the campaign. The engagement rate came in 53% above that of the competitive set. Content was saved at a 7.5% rate, which is 39% above benchmark.
Case in 60 seconds
Levi's already had awareness, so the challenge was relevance that lasted, which meant moving beyond one-off campaigns towards an always-on creator presence while still putting the most effort behind its biggest strategic moments.
Because the Levi's audience expects a heritage brand to keep up with culture, it judges the brand between big moments as well as during them, so relevance has to be maintained month by month.
Socially Powerful split the programme into three layers, each tied to a different priority, so always-on ambassadors, cultural moment activations and a store launch playbook each carried a separate job for the brand.
Across Instagram and TikTok, culturally credible fashion ambassadors posted about Levi's every month, while creators from outside fashion joined activations around the Super Bowl and the brand's partnerships with Beyoncé and Disney's Toy Story. For all 17 store openings in 2025, hyper-local geotargeted creators made in-store visits from pre-launch to post-launch.
Socially Powerful reports $1.2M in earned media value and an engagement rate 53% above the competitive set, while content was saved at a 7.5% rate, which the agency puts at 39% above benchmark.
Strategy Breakdown
Creative & Execution System
Assets & channels
- TikTok
Partners
- Socially Powerful
Results & Evidence
| Metric | Value |
|---|---|
| Earned Media Value | $1.2M earned media value |
| Engagement vs Rivals | 53% above competitors |
| Save Rate | 7.5% save rate |
| Save Rate vs Benchmark | +39% vs benchmark |
| Store Openings | 17 store openings |
Why Socially Powerful's strategy worked
- 1
Splitting a creator programme by priority lets each layer be judged on its own job, so monthly ambassador posting can keep earned content growing while cultural moments take the larger effort.
- 2
Bringing creators from outside fashion into moments such as the Super Bowl widens the conversations a fashion brand can join, because those creators speak to audiences that fashion ambassadors do not reach.
- 3
A repeatable store launch playbook that pairs geotargeted local creators with in-store visits turns each opening into a footfall exercise rather than a reach exercise, which makes the approach transferable across many locations.
Results
6%
Sales growth yoy
198%
Brand mentions yoy increase
Results
76K
Likes
3M
Impressions
2M+
Social & digital impr.
