Student Brand Ambassador Program

WHAT IS YMC?
We’re Millennial + Gen-Z experts—amplifying and propelling today’s most relevant
& exciting brands.

● Market Retail Store Support

● Ongoing social media content creation
● Experiential Marketing
● Pop Ups

We connect you to your audience.

Levi Strauss & Co. History
Levi Strauss & Co. has been innovating since
the birth of the first pair of jeans in 1873.
Throughout history, they’ve inspired change
in the marketplace, the workplace and the
world. What started as an invention for the
American worker became the uniform of
progress. Worn by miners, cowboys, rebels,
rock stars, presidents and everyday men and
women, these functional pieces were the
clothes people not only worked in—they lived
their lives in, too. But Levi’s® are more than
that. They’re the purest wearable form of
authentic self-expression.
WHY YMC?
 #ExpressU Brand Ambassador Program

90.7 M
Total program impressions
generated across physical,
digital, and social channels
with zero paid media
48K
Social content pieces
created by student brand
ambassadors using
#ExpressU

219K
Direct student interactions
nationwide

We add the personal touch to any marketing campaign. We utilize micro influencers to make a successful
student impact. With our help, your brand becomes trustworthy, accessible and authentic.
 #AerieREAL Brand Ambassador Program

2000+
Social content pieces
created by student brand
ambassadors using
#aerieambassador 365+
Days of a thriving student
ambassador program

Over 50
Face-to-face interactions
with Aerie consumers
through store pop-ups and
on-campus events
 PROGRAM GOALS
1. AWARENESS: This program aims to increase awareness about Levi brand. The brand was a staple
in the 1980’s and 1990’s among younger generations. This program will integrate Levi back into
pop-culture.

2. ACCESSIBILITY: This program aims to regulate accessibility. Some consumers, specifically

Millennials and Gen-Z, may be intimidated by the price point. Thrifting is becoming increasingly
popular among our core demographic. Instead of thrifting, we want to encourage them to buy
directly from the site.

3. QUALITY: This program aims to educate our core demographic about the quality of the Levi Brand.
When the company was founded in 1873, their goal was to make an everyday, stylish jean that
would last forever, which it continues to do. We also want to educate our demographic about the
environment friendly changes the company is making.
 PROGRAM SCOPE

PITCH: DEC 5 - DEC 20

PLANNING: DEC 20 - JAN 20

ACTIVATION: JAN 20 - MAY 20

This program would kick off at the beginning of SPRING semester and
would continue until finals week.
 SCHOOL LIST
This will be a small program. Schools have been chosen based on student majors in marketing and marketing
related subjects. Proximity to Levi stores has also been assessed.

University of San Francisco

New York University

University of Washington

University of California-Los
Angeles (UCLA)

DePaul University

University of
Tennessee-Knoxville
SCHOOL SELECTION REQUIREMENTS
WASHINGTON PROXIMITY

LOS ANGELES RELATED MAJORS

CHICAGO RELATED MAJORS

KNOXVILLE PROXIMITY

Having a diverse school list will increase awareness across the country. It’s
essential to have SBA’s at schools that have a thriving interest in marketing and
public relations.
 FLAGSHIP LOCATIONS

SAN FRANCISCO,
CALIFORNIA

NEW YORK, NEW YORK

 SBA COUNT

SIX SCHOOLS
+
FOUR AMBASSADORS
PER SCHOOL

TWENTY-FOUR
AMBASSADORS TOTAL
 SBA REQUIREMENTS

❏ Undergraduate student (preference of sophomores, juniors and seniors)

❏ Be involved in at least 2 on-campus organizations
❏ Available 7-10 hours per week
❏ Prior promotional/marketing experience or relevant internship experience
❏ Passionate about fashion, stylish and easy to work with
❏ At least 1,000+ followers on Instagram
SOCIAL MEDIA
 SOCIAL MEDIA REQUIREMENTS

BI- WEEKLY
INSTAGRAM POSTS

WEEKLY INSTAGRAM
STORIES (2x)

On social media, SBA’s will focus on highlighting how diverse Levi is. There is the perfect fit for
everyone. Through their efforts, we want to showcase the inclusivity and accessibility of the
brand.
EXAMPLE SBA’S
Gabbie D.
Arizona State University (2021)
Ambassador Candidate: 1 of 2

Major/Minor
● Business Communication/Fashion

On-Campus Network

● Chi Omega - Director of Marketing

● The TAB ASU - Marketing Coordinator
● ASU School of Business - Marketing Assistant

Professional Experience
● Make -A-Wish Arizona - Marketing Coordinator
● Dori Anne Veils - Sales Associate
● Gabbie Dionisio Youtube - Owner

Social Network

● Instagram - 3,077 followers

○ @gabriellehannuuh
● Instagram Stories - 900 average views
● Snapchat - 300 average views
Josh K.
Arizona State University (2022)
Ambassador Candidate: 2 of 2

Major/Minor
● Marketing

On-Campus Network

● Best Buddies - General Member

● Black Student Union (BSU) - General Member

Professional Experience
● Forever 21 - Brand Ambassador
● THE AGENCY - Model

Social Network

● Instagram - 4,098 followers

○ @joshkevin__
● Instagram Stories - 800 average views
● Snapchat - 500 average views
Alicia O.
Arizona State University (2022)
Ambassador Candidate: 1 of 2

Major/Minor
● Public Relations

On-Campus Network

● Public Relations Students Society of America (PRSSA) - General

Member
● Black Students Union (BSU) - General Member

Professional Experience
● Her Campus - Marketing Coordinator
● Edelman - Communications Intern

Social Network

● Instagram - 2,000 followers

○ @aliciaosborne567
● Instagram Stories - 500 average views
● Snapchat - 200 average views
Kyuhn C.
Arizona State University (2021)
Ambassador Candidate: 1 of 2

Major/Minor
● Marketing

On-Campus Network

● Diversity Club - General Member

● Best Buddies - General Member

Professional Experience
● Bruce & Sloan - Marketing Intern
● Alliance Marketing Partners - Marketing Team Member

Social Network

● Instagram - 1,284 followers

○ @kyuhncole
● Instagram Stories - 300 average views
● Snapchat - 150 average views
 EXAMPLE SBA CONTENT

BLOGGER STYLE SHOTS: Showcase the accessibility and quality of brand. Highlights consumers moving through everyday life.
 EXAMPLE SBA CONTENT

CLOSE UP SHOTS: Showcase personalization in sizes and style that you can’t get from thrifting.
TACTICS
 TACTIC #1: THE PERFECT FIT

SBA’s will host a pop-up

event near their closest Levi
store. At the in-store
activation, they’ll help
attendees pick the perfect fit
of denim jeans. They’ll also
enter each person into the
giveaway for a customized
Levi jean jacket.

BEGINNING OF SEMESTER
PRODUCT FOCUS: DENIM JEANS
 MICRO TACTIC #1: #LoveYourLevis

SBA’s will utilize this

hashtag to spread
awareness about why
they’re comfortable in their
denim and why they love the
brand.

MIDDLE OF SEMESTER

PRODUCT FOCUS: LEVI DENIM

 TACTIC #2: DISTRESS YOUR DENIM

SBA’s will host a tabling

event on the quad where
they host a tutorial on how
to distress and design
denim. This event
encourages community and
shows how diverse and
durable Levi jeans are.

END OF SEMESTER

PRODUCT FOCUS: DENIM JEANS

 MICRO TACTIC #2: DENIM FOR EVERYONE
SBA’s will host a scavenger
hunt on campus. They’ll hide
cards with facts about Levi
and post hints about where
they’re hidden. When
students find the card, they
can contact the SBA to
answer the question in
exchange for a discount
code. They will also be
featured on the SBA’s story.
END OF SEMESTER

PRODUCT FOCUS: LEVI DENIM

QUESTIONS?