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The ChallengeLevi’s® wanted to globally re-introduce

the brand with millennial women and

create a strong, emotional connection

that would build brand relevance and

loyalty. Levi’s® sought to re-engage with

millennial women through alternative

brand positioning and by carving out a

uniquely ownable space.

Our SolutionAs a part of Levi’s® commitment to understanding young

women, a global study of 1,000 millennial women was

commissioned to find out what the future means to a

generation that has been characterized as “lazy” and

“entitled” by journalists.

Tasked with gathering insights from the study, Edelman

discovered that millennial women are actually brilliantly

progressive—or creatively rebellious—in the way that they’re

transforming the timeframe and definition of adulthood.

Young women today value life’s journeys more than its

destinations. Rather than wanting to “have it all,” millennial

women want to try it all; they simply need a network of peers

and mentors to help them navigate the complex web of choices.

Based on these insights, Edelman created Shape What’s to

Come by Levi’s®: a global, online community that encourages

millennial women to pursue their passions.

Launched on Oct. 18, 2010 in the US, the UK and Japan,

Shape What’s to Come features collaborative discussion

boards, an ambassador program, interactive livecasts

with high-profile female influencers and offline events like

TEDWomen. Edelman also maintains Shape What’s to Come

embassies on Facebook, YouTube, UStream, Twitter, LinkedIn

and a Japanese mobile site.

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Website (English) www.shapewhatstocome.com

Website (Japanese)jp.shapewhatstocome.com

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Website Profile PageTraveling Journalsen.shapewhatstocome.com/journals

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In.Spiralsen.shapewhatstocome.com/in-spirals

Interest Categoriesen.shapewhatstocome.com/get-involved/interests

Discussion Boardsen.shapewhatstocome.com/forums

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The Levi’s® Girl Tumblr Blogthelevisgirl.tumblr.com

The Levi’s® Girl on Twittertwitter.com/thelevisgirl

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YouTube Channelyoutube.com/shapewhatstocome

UStream Channelustream.tv/ShapeWhatsToCome

Shape What’s to Come Ambassadors

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Manifesto Filmyoutu.be/nrEzNliUInI

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TEDWomen Conferenceen.shapewhatstocome.com/tedwomen

Evolving Influence Conferenceen.shapewhatstocome.com/evolvinginfluence

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About Edelman DigitalEdelman Digital has been an award winning, full service

digital engagement agency since 1995. We do this by creating

authentic content, communications and experiences that earn

trust, build community and drive business results.

Integrated digital programs, bridging traditional and social

media with online PR and marketing, are our strength. This

includes everything from strategy derived from insights and

research to creative development and execution. Our digital

engagement includes community management, influencer

outreach and social media advertising, and our web visibility

initiatives include search engine marketing and optimization.

Through the years we’ve discovered that if you find the

story from the consumer you can tell it back to them in their

language—let us help you own that story.

www.edelmandigital.com

www.twitter.com/edelmandigital

www.facebook.com/edelman

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