Story

Levi's needed downloads for their new app, but launching during lockdown meant no physical retail, no campus presence, and no footfall to intercept. Students were at home with time on their hands — the question was whether that could become an advantage rather than a constraint.

Action

A cohort of student micro-influencers were briefed to make a Levi's bucket hat from an old pair of jeans, using a pattern guide available exclusively through the Levi's app. The download was the entry point — without it, you couldn't access the pattern.

Each influencer documented the process and the finished product across their social channels, with followers directed to the app to make their own. Paid social amplification extended the content beyond each influencer's organic audience, pushing it into the broader student community.