Levi’s Gains $5 Million Thanks to Beyoncé’s Media Campaign

Levi’s Beyoncé-inspired ad helped the legendary brand reach $5 million in media impact value (MIV).

Following the recent release of Queen Bey’s recent “Launderette” ad and her three promotional posts on Instagram, Levi’s received According to the report, the MIV was $5 million inside 48 hours, with $1.3 million of that coming from Beyoncé’s first two Instagram posts. The collaboration got here together seamlessly after the singer recorded the country song “Levii’s Jeans” featuring Post Malone, which was included on her platinum-selling country debut album “Cowboy Carter.”

The ad, released on September 30, features Beyoncé confidently walking right into a laundry room wearing Levi’s jeans and a white T-shirt. She then takes off her jeans and throws them into the washer while the song “Levii’s Jeans” plays within the background.

“My song ‘Levii’s Jeans’ pays homage to what I believe is the ultimate American uniform – something we all wear with pride,” Beyoncé said.

“I am honored to collaborate with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a male perspective, so this campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways that our visions align to empower women and honor their strength,” she said.

After the ad, she posted a slide on Instagram with a close-up of her Levi’s.

“I’ll give you the blues, it’s in my genes,” she said with subtitles post.

Kenny Mitchell, chief marketing officer at Levi Strauss & Co., knew the corporate could expand the brand even further by collaborating with Beyoncé after she released a rustic album featuring the song “Levii’s Jeans.”

“When this album came out, that was obviously the moment where we said, ‘Hey, maybe we could start talking about whether a deeper partnership makes sense'” – Mitchell he said .

“This partnership simply makes us relevant,” added Michelle Gass, CEO of Levi’s. “I think it’s the biggest project we’ve ever done.”

Beyoncé’s campaign goals to increase the visibility of the Levi brand amongst women, who currently make up one third of its customers. With the assistance of the “Texas Hold ‘Em” singer, the corporate goals to raise that number to 50%.

“Not only did it modernize – and that’s Beyoncé and all the good that comes from that, but I think, most importantly, it really puts a female perspective on this approach to the campaign, and that fits perfectly into one of our key strategies: winning with women ” Gass said.