Levi Strauss & Co.
As the social and creative lead for LS&Co. across five years at AMP Agency, I oversaw large-scale digital initiatives for DENIZEN from Levi’s and Signature by Levi Strauss & Co.. My responsibilities spanned industry research and brand positioning, social strategy and content development, paid media strategy and execution, and influencer strategy and execution. Under my leadership, the brands achieved the following results:
Shifted DENIZEN’s social audience toward a younger, more male-focused demographic, with 36% identifying as male by 2019 (up from 12% in 2016), per client objectives.
Grew organic social followers by +335%.
Increased user-generated content volume by +231%.
Positioned paid social as the brands’ primary driver of marketing-attributed sales through cutting-edge creative and audience targeting.
Content Strategy and Development
I supported LS&Co. with end-to-end content strategy and production from 2016 - 2021. Here’s LS&Co.’s 2019 fall campaign launch videos, with brand positioning and copy authored by me, as well as snapshots of the brands’ social influencer campaigns.
Brand Positioning
When Levi Strauss & Co. wanted to expand the marketshare of their value denim brands without cannibalizing their own audiences, I worked cross-functionally to conduct extensive consumer research around the brands’ target demographics while searching for a white space in the marketplace. From there, I spearheaded the development of consumer personas to shape each brands’ distinctive narrative on social and developed content plans to support growth targets.
