We chose the perfect location to reboot 501 in China. In Shanghai, Beijing and Guangzhou (China’s 3 most commercial cities), we invited consumers to voice their opinions and attitudes towards Levi’s on Sina Weibo (China’s equivalent to Facebook/Twitter). We then handpicked comments to get put on a Mega LED screen in the hottest shopping centers in these 3 cities. This allowed us to build awareness for 501s, reward engagement with Levi’s, and most importantly, champion the 501s that are walking around these shopping areas during the campaign period.

We set out to build awareness for 501s during the campaign and we received 3,529 Weibo tweets during the campaign period, reminding everyone that the 501 was going to reboot in China.