Multicultural Audience Research:
Levi Strauss & Co.

Levi’s recognized an opportunity to strengthen its relationship with Latino consumers, but meaningful engagement required more than translating an existing campaign. It required understanding the audience the brand hoped to serve.

Research revealed cultural values, motivations and perspectives that challenged existing assumptions and uncovered new opportunities for the brand to build relevance.

Those insights informed the company’s first integrated marketing program designed specifically for the Latino market, from audience research and agency selection to creative development and media strategy.

The campaign increased brand awareness by 7 percent and generated a 30 percent increase in out-of-home advertising awareness.

The engagement reinforced a principle that continues to shape my work: people are more likely to connect with organizations that first take the time to understand them.