Enough Jeans to Fill a Stadium
Storytelling over the past few years have been a strategic motive that many causes and brands are learning toward. Many PR firms are helping their clients tell their story. FleishmanHillard was a part of their client, Levi Strauss & Co., process of getting their story heard.
FleishmanHillard posted a singular video on their website within the past year explaining what Levi Strauss & Co.’s campaign is. Levi Strauss & Co. teamed up with the San Francisco 49ers after their home stadium was renamed as “Levi’s Stadium.” In order to show their appreciation to the community, Levi Strass and Co. and the San Francisco 49ers started the “Field of Jeans” campaign. The video on FleishmanHillard’s website tells the story of how the campaign started and the impact it has made in San Francisco. The story told is a real life story.
The two well-known franchises teamed up together and started a denim drive to donate to Goodwill. They collected close to 20,000 pairs of jeans but before they donated them to Goodwill, they made a literal field of jeans. 16 hours of work was put in by volunteers to create the universal recycling symbol using the donated pairs of jeans covering the turf of the Levi’s Stadium.
The video represents multiple organizations and brands including: FleishmanHillard, a PR firm, Levi Strauss & Co., and the San Francisco 49ers. All three companies had a hand in producing the campaign. Levi Strauss & Co. created the campaign with the help of the San Francisco 49ers. FleishmanHillard paid for the campaign. This is known due to the fact that Levi Strauss & Co. is a client of FleishmanHillard.
The “Field of Jeans” campaign is something new for Levi Strauss & Co. and is separate from their other content to an extent. Their previous campaigns all related toward its customers and breaking barriers when it comes to fashion. This campaign focused on giving back to the community after the community had given so much to Levi Strauss & Co but it is clear that it is a campaign and the structure is closely related to previous campaigns.
The “Field of Jeans” campaign is unique in its own way. Most campaigns today, especially involving clothing brands, speak toward the entire audience but there always ends up being a small group within the population that cannot relate or otherwise feels left out. With Levi Strauss and Co., their campaign can involve everyone because it is encouraging the San Francisco community to donate their jeans to help support those in need. Also, although it is focused in San Francisco, the “Field of Jeans” campaign can encourage people throughout the country or even nation to start a campaign that is or is not similar that will benefit their community. This campaign stands out from its competitors due to the fact that it focuses on doing something for the greater good of others and does not focus on people buying their product. Finally, Levi Strauss and Co. teamed up with the San Francisco 49ers in order to pull of such a great cause. It works well due to the renaming of the stadium. They were able to show the San Francisco community and the world what they find most important to them.
Levi Strauss and Co. received great reactions after their campaign. The campaign had received over 230 million earned media impressions, was broadcasted on major news networks, and reached over 25 million people on social media sites. I would definitely consider it to be lauded because of the huge impact it made to the community.
Brands and organizations can learn something from this. Levi Strauss and Co. was able to get their name out there without advertising their product by pulling off such an amazing cause. A lesson brands and organizations can take from this is to figure out what they are passionate about and run with it. Focus on helping other people rather than constantly worrying about how to get their product sold. Finding something that you are strong and passionate about will end with your brand or organization being well known and your product selling.