Levi’s aren’t famous for their flattering fit on women. That was all about to change with the launch of a new product, CURVE ID, a range of jeans that fit shape, not size so girls can feel confident in their jeans again. They wanted us to start a conversation to support the global product launch. The brief: Levi’s CURVE ID make your bum look great. The goal: 100,000 hits on YouTube. They gave us $10k and a pair of CURVE ID. Instead of pointing a camera at the girls wearing the product, we put the girls in control and pointed the camera at the voyeurs. The ultimate product demonstration - planting a tiny hidden camera in our girls' jeans, busting all the people who stared. Within 10 days our clip had been viewed 8 million times. Parodied by Conan O’Brien, The Sun, and debuting at number 1 on Ad Age’s Viral video chart, with consumer versions scattered all over the internet. They asked us to start a conversation.

We created a social phenomenon.

Objective: Generate 100,000 views.- Within 10 days, the video had been viewed 8,000,000 times. That’s 8,000% more than what we set out to achieve.

- There were 82,000 shares on Facebook and 7,200 tweets.- 62% of views came from Blogs and in Social media environments, with only 28% coming from YouTube – where the video was housed. Parodied by Conan O’Brien and The Sun – to name a few, with consumer versions scattered on the internet, this idea truly struck a culturally relevant chord, everywhere. In the words of our client: "We gave them $10,000 and a pair of CURVE ID jeans to start a conversation. What we got was a social phenomenon."Walter. A HaasGlobal Marketing GroupLevi & Strauss & Co

The girls launched the video via their own personal Twitter and Facebook accounts, and managed the conversation accordingly. Further to this, we conducted outreach to targeted sites, communities, and individuals to initiate discussion and excitement around Rear View Girls video on blogs. Each message was individually crafted based on target vertical, site, and intended audience.

Verticals:Local Los AngelesWomen’s InterestMen’s InterestPop Culture/Internet Buzz