A Landmark Campaign That Changed the Fashion Landscape: Levi's® Case Study

The Backstory:

Levi’s® has always been a brand that understands the power of storytelling—of capturing moments that speak to both personal and collective identity. As Levi’s® go-to values-based copywriting partner, Backstory has worked with the brand across multiple initiatives, each one rooted in authenticity and purpose.

For the launch of Beauty of Becoming, Levi’s® tapped us to craft a narrative that would resonate deeply with today’s audiences, celebrating those who are shaping and reshaping the world in impactful ways. This project wasn’t just another campaign—it was a reflection of Levi’s® commitment to empowering stories that matter.

The Approach: 

Beauty of Becoming was more than just a product launch; it was a narrative journey. From concept to execution, we worked alongside Levi’s® to create a campaign that captured the essence of transformation—both personal and global.

Our role was to ensure that every word, every image, and every partnership stayed true to the brand’s values of inclusivity, authenticity, and cultural relevance. We also helped Levi’s® identify new strategic opportunities to integrate DEIBA into future campaigns, ensuring that their storytelling continued to evolve in ways that were not only meaningful but also impactful.

The Impact:  

The Beauty of Becoming campaign didn’t just make waves—it made history.

With Backstory’s guidance, Levi’s® saw one of their most successful brand PR moments to date. The campaign generated a staggering 2.2 million hero video views and 79,000 page views on the Beauty of Becoming blog, while media exposure soared to an incredible 6.4 billion impressions. The campaign also garnered 364 media credits, leading to a remarkable $94 million in Earned Media Value.

Beyond the numbers, the campaign reinforced Levi’s® as a true leader in values-driven storytelling, connecting with audiences in a way that went beyond marketing and created a lasting cultural impact.