#CMweekly: Levi’s Go Water<Less

Company: Levi’s
Cause: Environment
Partners: Water.org
Website: http://www.levis.com/waterless

Program of Action
This past World Water Day, Levi’s and Water.org teamed up for the second consecutive year to launch a new interactive challenge for fans and consumers called “Go Water<Less.” The Go Water

Levi Strauss creates multiple ways to reduce water consumption through their products. For example, Levi’s Water

Best Practices
Levi’s brands incentivize consumers with game-based schemes, such as their challenges, which give consumers a reason to come back to the site, accept a different action and receive additional points. According to JWT 2011 Social Good Trend Report, philanthropic organizations are increasingly using gaming mechanics as a way to engage people in a cause and to build communities of like-minded supporters. This approach can make consumer participation more interactive and rewarding, as well as improve the consumer’s commitment to a cause for a longer period of time.

This campaigns goal is to simply raise awareness about water conservation. Levi’s show multiple ways to grab the attention of consumers about how important it is to save as much water as possible. The company’s Water

Levi’s built a special website, http://www.levi.com/waterless, to engage consumers in a number of ways. Challenges, quizzes, facts, and guides about clean water and conservation are promoted along the site. In addition, the campaign site allows visitors to view celebrities’ and sponsor’s stories of support, learn about Levi’s manufacturing process and read the impact Levi’s has made with its Water

Program Outcome
Levi’s has made more than 13 million Water

Your CM Aficionados,
Amy and Kassie


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