Sustainable Practices with Amber Parsons & Émilie Loiseleur
The brief for this project was to create a real-world activist campaign for Levi’s. The campaign will focus on wildlife/biodiversity. The project can involve a high-profile celebrity/influencer or a neighborhood building or space, this is an opportunity to think globally or locally depending on who Levi’s audience is.
The Brief
Demographics
Proposition
Campaign
KPIs
Awareness Metrics
Reach and Impressions: Track the number of people who see the campaign across social media platforms, digital ads, and traditional media. Use analytics tools like Meta Insights, Google Analytics, or media monitoring reports.
Social Media Engagement: Measure likes, shares, comments, and hashtags related to the campaign.
Mentions and PR Coverage: Use media monitoring tools to track mentions in news articles, blogs, and influencer posts.
Behavioral Metrics
Sustainability Pledges: Track the number of people who commit to eco-friendly actions, such as planting pollinator-friendly flowers or reducing pesticide use.
Survey Results: Conduct pre- and post-campaign surveys to measure changes in consumer awareness and attitudes toward biodiversity and sustainability.
Engagement Metrics
Website Traffic: Monitor traffic to a campaign-specific landing page on Levi’s website.
Video Views: Track the number of views and watch time for promotional videos featuring Beyoncé or related content.
Brand Impact Metrics
Net Promoter Score (NPS): Survey customers to assess how the campaign impacts their perception of Levi’s as a socially responsible brand.
Customer Sentiment Analysis: Use tools to analyze sentiment in social media comments and other feedback.
Conversion Metrics
IProduct Sales: Measure the sales of any campaign-specific or eco-friendly Levi’s products (honey and embroidered jeans). Compare pre- and post-campaign sales data.
Partnership ROI: Measure the financial and awareness impact generated by the partnerships with nonprofits.
Bee Conservation Impact
Bee Population Monitoring: Work with nonprofit partners to track improvements or specific outcomes of funded bee conservation efforts.
Habitat Restoration: Measure the amount of land restored or pollinator-friendly plants distributed as part of the campaign.