Description: Los Angeles, CA is a melting pot where community meets culture at the intersection and has deep roots in diversity among the Hispanic community. For this year’s Hispanic Heritage Month, the Levi’s Airstream parked in East Los Angeles at Sara’s Market for an event with food by @evil_cooks , music by @lega_z, chalk art by @bianca.ornelas, and customization workshops highlighting each partner and their heritage. Sara’s Market (family-owned Hispanic business of 60+ years) is a hub for the Hispanic community that has established deep roots and helped bring the community together to celebrate. The Airstream was also placed in close proximity to Citadel and Santa Anita retail doors, which organically put a spotlight on those locations to drive awareness to the in-store retail activations happening the following days.

Challenge: Engage the local LA community through a community partnership to authentically show up for the Hispanic community, while driving awareness to local doors and revenue from the Airstream.

Strategy: Taking the Airstream offsite into the actual community (with a community partner like Sara's Market) was an effective way of both engaging with the community, as well as driving traffic to nearby Citadel and Santa Anita.  The overarching theme of Hispanic Heritage Month tying the Friday off-site activation to weekend traffic to our local Levi's Stores was compelling.

Results:

• Airstream Revenue: $7,700

• Customization Orders: ~125 

• # of Attendees: 400+

• Social: 1.3 million organic impressions via attendees and Levi’s social handles

• Talent and attendees continue to post content from activation, so impressions will continue to increase.

• Awareness to retail: Our highest volume store globally, Citadel, saw a lift of 44% in sales and 30% in traffic next day.