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Glam to promote 'Luv My Levi's' Campaign

Nov '08
Campaign Designed to Celebrate the Confidence That Comes With Finding the Perfect Jean

Glam Media Inc., the recognized pioneer of vertical content networks, and Levi's(R), the company that invented the blue jean, announced an innovative campaign to promote Levi's(R) range of product styles and fits for women.

The campaign includes a Levi's(R) microsite (http://levi.glam.com) distributed across the Glam network and featuring style videos of real women, a denim dating personality quiz and original editorial content from Glam publishers.

The campaign, which targets all women, was designed to create an emotional connection to Levi's(R) by celebrating the confidence that comes with finding the perfect jean.

Launched in October, Levi's(R) brand "Luv My Levi's(R)" display advertising campaign ran across Glam Media's women's vertical content network of more than 700 publishers. Additionally, Glam Media created a Levi's(R) branded microsite for the campaign, which includes four major components:
-- Denim Style Series Styling Videos - Three real women: Jennifer, Kristen and Ruby, discuss personal style and shopping habits with Glam.com's fashion editor, going inside their closets and raiding the Glam.com fashion wardrobe.

-- What's Your Denim Dating Personality - By taking a short matchmaking quiz, women are paired up with their ideal denim style.

-- Dress Up Your Denim - An editorial featurette from Glam Media publisher and Shefinds editor Kristin Booker provides tips on glamming up a good pair of jeans.

"The Levi's(R) brand has long led the industry in both fit and style for women's jeans," said Megan O'Connor, Senior Manager of Online Marketing for Levi's(R). "The 'Luv My Levi's(R)' program on Glam Media is perfectly designed to highlight our range of styles and fits that make all women look and feel beautiful. The sheer reach of Glam's network to such a targeted demographic is without match, and they truly understand how to best translate brand messages online."

In a unique supplement to the online campaign, Glam Media and Levi's(R) hosted an in-store event, which took place in early October at the Levi's(R) store in New York's Union Square. The event was an opportunity for Levi's(R) to preview the Fall/Holiday line for members of the Glam.com editorial team popular fashion and style bloggers from the Glam Media network in an unprecedented combination of editorial and advertising reach in one campaign.

"Levi's(R) came to us with a need to create a brand experience that invites consumers to interact with Levi's(R) in a fun and relevant way," said Scott Schiller, EVP of Global Marketing at Glam Media. "We were able to provide a platform to convey personalized messages to a broad audience of women, coupled with the opportunity to participate in the intimate conversations that take place among the independent publishers in our network."


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