Levi’s wanted to globally re-introduce the brand with millennial women and create a strong, emotional connection that would build brand relevance and loyalty. Levi’s sought to re-engage with millennial women through alternative brand positioning and by carving out a uniquely ownable space.

1. Digital

2. The Challenge Our Solution
Levi’s® wanted to globally re-introduce As a part of Levi’s® commitment to understanding young Based on these insights, Edelman created Shape What’s to
the brand with millennial women and women, a global study of 1,000 millennial women was Come by Levi’s®: a global, online community that encourages
create a strong, emotional connection commissioned to find out what the future means to a millennial women to pursue their passions.
that would build brand relevance and generation that has been characterized as “lazy” and Launched on Oct. 18, 2010 in the US, the UK and Japan,
loyalty. Levi’s® sought to re-engage with “entitled” by journalists. Shape What’s to Come features collaborative discussion
millennial women through alternative
Tasked with gathering insights from the study, Edelman boards, an ambassador program, interactive livecasts
brand positioning and by carving out a
discovered that millennial women are actually brilliantly with high-profile female influencers and offline events like
uniquely ownable space.
progressive—or creatively rebellious—in the way that they’re TEDWomen. Edelman also maintains Shape What’s to Come
transforming the timeframe and definition of adulthood. embassies on Facebook, YouTube, UStream, Twitter, LinkedIn
Young women today value life’s journeys more than its and a Japanese mobile site.
destinations. Rather than wanting to “have it all,” millennial
women want to try it all; they simply need a network of peers
and mentors to help them navigate the complex web of choices.
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3. Website (Japanese)
jp.shapewhatstocome.com
Website (English)
www.shapewhatstocome.com
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4. Traveling Journals
Website Profile Page en.shapewhatstocome.com/journals
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5. In.Spirals
en.shapewhatstocome.com/in-spirals
Interest Categories
en.shapewhatstocome.com/get-involved/interests
Discussion Boards
en.shapewhatstocome.com/forums
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6. The Levi’s® Girl on Twitter
twitter.com/thelevisgirl
The Levi’s® Girl Tumblr Blog
thelevisgirl.tumblr.com
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7. Shape What’s to Come Ambassadors
YouTube Channel UStream Channel
youtube.com/shapewhatstocome ustream.tv/ShapeWhatsToCome
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8. Manifesto Film
youtu.be/nrEzNliUInI
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9. TEDWomen Conference Evolving Influence Conference
en.shapewhatstocome.com/tedwomen en.shapewhatstocome.com/evolvinginfluence
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10. Banner Ad
Video banner ad
Blogger Badge
Blogger Badge
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11. About Edelman Digital
Edelman Digital has been an award winning, full service
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digital engagement agency since 1995. We do this by creating
authentic content, communications and experiences that earn
trust, build community and drive business results.
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Integrated digital programs, bridging traditional and social
media with online PR and marketing, are our strength. This
includes everything from strategy derived from insights and www.facebook.com/edelman
research to creative development and execution. Our digital
engagement includes community management, influencer
outreach and social media advertising, and our web visibility
initiatives include search engine marketing and optimization.
Through the years we’ve discovered that if you find the
story from the consumer you can tell it back to them in their
language—let us help you own that story.
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