The overall objective is to reclaim Levi's brand leadership position online and communicate its innovation to its target audience of 15-24 year-olds.To achieve this, the site would act as a platform for improving brand interest as well as a highly interactive communications vehicle that would allow Levi's Europe to build and develop relationships with its users. An exciting multifaceted campaign across digital channels then continued to unfold, that included the VMX and MAX, as well as re-launching the highly successful Girls Only section together with a new section: Featured Jeans, where users can view select key jeans styles in 360 degrees on a virtual model, and get in-depth information, fresh looks and more random fun and widgets.