Creation of an 8 page insert including 6 inside pages which are cut horizontally in 3 parts in order for the women to be able to flip through the different 501 interpretations/looks: one part for the head and the top, one for the bottom (501 part) and one for the shoes

The model and her place during the shooting have to be the same. Only the looks were changing.

10 interpretations of “how to wear/interpret 501” have been done in partnership with Glamour magazine.

Glamour has been selected as it’s the best performer against women 15-34. It delivers the highest reach (12% of coverage) and the best affinity (affinity index:245).

Then to reinforce the impact of the communication, we chose a presence in the June issue as fashion editorial was dedicated to jeanswear.

The title appearing on the cover was “Total look Jean – the best summer fashion trend”.

total contact delivered : 1.5 millions

contacts on women 15-34 : 914 000

No research done to measure impact, recognition and awareness on this special operation

Levi’s do not provide detailed business results but they confirm that this special operation contributed to an increase of 501 fitting requests in stores.