Global denim brand Levi’s has partnered with youth engagement platform Year13 to draw Gen Z awareness into the company’s sustainability efforts through a targeted marketing campaign.
The partnership condensed a 200-page sustainability report by Levi’s into bite-size content for young Australians, resulting in a campaign including video, online and social content, plus a takeover of the Year13’s online sustainability vertical.
According to the brand, the partnership and campaign delivered strong brand uplift for Levi’s, with 92% of those who engaged with the content saying it improved their perception of Levi’s. Further from this, 87% said it made them more likely to purchase from Levi’s in the future.
The 8-week campaign for Levi’s was informed by behavioural data, suggesting both relationship and sustainability content resonates with youth audiences.
Year13's data revealed 84% of Gen Zs say social and environmental concerns impact the way they spend their money, and 73% claim they would not work for a company if it was not taking positive actions for the environment.
A pre-campaign survey found 42% of Gen Zs had a positive or very positive view of Levi’s, with this rising to 62% for those who engaged with Year13’s Levi’s sustainability-focussed content.
56% originally had a neutral view, which dropped to 36% for those who engaged with the content.
Year13 co-founder Will Stubley said the organisations work is informed by “deep data” and insights from over 48,000 young people surveyed over the last eight years.
“Understanding the perceptions, preferences, passions and intentions of young Australians is the foundation of our success in connecting brands and industry with young people and delivering measurable uplift for our partners,” said Stubley.
Founded in 2011, Year13 is an Australian school-leaver platform for Gen Z, connecting with 1.3 million young Australians each year online and over 2.6 million each month on social media.
Specialising in Gen Z content creation, Year13 works with brands, industry, schools and government to provide young people with support and opportunity as they navigate a school to work transition.