watch the levis ad i made on http://www.youtube.com/watch?v=2H92FN1P67E&feature=related

1. HULT Innovation OlympicsLEVI STRAUSS & CO. Pioneers of Style & Change By Hitesh Malhotra

2. Agenda Background What is a Pioneer? Market Web Contents Sustainability 3 Years from Launch August 4, 2011 Levi’s ® 2

3. Background August 4, 2011 Levi’s ® 3 Three million monthly visitors Business opportunity mapping Fields of Play Social Media - Avatar High Fashion - Growth of the woman Growth of the Woman

4. Growth of the Woman August 4, 2011 4 Levi’s ® Levi’s grows with your life – relevant content Levi’s Student On campus, seasonal offerings, a student’s life content Levi’s Professional Higher style, look good at work, maturing content Levi’s Lifestyle Remain in the know, look good wherever life takes you, feel good content Leaving their mark on this world in style

6. August 4, 2011 Levi’s ® 6 Levi’s world connection Growth of the Woman Making a difference with Levi’s Levi’s Brand Stars Business Concept

7. What is a Levi’s Pioneer? Be yourself Do what matters Start now Engage with others Never stop asking questions August 4, 2011 Levi’s ® 7 Characteristics of a pioneer “Throughout our long history we’ve inspired change in the marketplace, the workplace and the world”

9. Market August 4, 2011 Levi’s ® 9 % Topic of interests by age group 63.6% Family/Relationships 12.2% 42.4% 38.2% Technology 32.1% 49.3% 18.9% 72.6% Entertainment 42.6% Philanthropy/Non Profit 41.5% 18.0% 26.3% 51.9% Fashion & Lifestyle 45.8% 31+ yrs 43.1% 24-31 yrs 18-24 yrs

10. Market August 4, 2011 Levi’s ® 10 Levi’s World Connection LATIN AMERICA ASIA PACIFIC USA EUROPE CANADA Total 49 Countries

11. Capturing the Market Relevancy Focused content, group segmentation, participation Innovative Shopping QR codes, look of the day, shopping integration, one click Thinking globally, acting locally Replicable across borders, global competitions Connection Emotional, promotional, social July 19, 2011 Levi’s ® 11

12. Tools for Capturing the Market July 19, 2011 Levi’s ® 12 Launch Event Website Launch Integrated Shopping Online Events Offline Events

13. Launch Event August 4, 2011 Levi’s ® 13 It Starts Here!

15. Guinness World Record

16. It starts here effect

17. San Francisco (Union Square, Levi’s Plaza)

18. Activities

19. Pledge booth, food trucks (Off the Grid), music, live Twitter feed

20. Why it works

21. Creates buzz, public involvement, Twitter#, visualPotential Reach: 33.1 Million Reach Conversion: 2.7 Million

22. 3 Million Monthly Visitors Potential Reach Total number of people reached from attendees, through Facebook , Twitter, Blogger network, Website hits, YouTube and RSS subscription 33.1 Million 8% Conversion 2.7 Million Pioneers July 19, 2011 Levi’s ® 15

23. Website Launch SIGN UP & GET FREE SHIPPING SUBMIT MY ACCOUNT STORE LOCATOR TRACK ORDER MEN WOMEN JUNIORS KIDS & BABY FRIENDS STORE EXPLORE KEY WORD OR NUMBER SEARCH PIONEERS SHOPPING BAG : 1 ITEM $ 67.59

24. Web Contents:Student Content: Pioneers- Alex Morgan, Farah Pavri, Kaori Ooi Blogs- College Fashion, Operation Beautiful, Every College Girl Interaction- Style of the day, Levi’s Pioneer contest, Style Pioneer challenge Promotion: Friend vote raffles, coupons, style suggestions Emotion: Acceptance, knowledge, expression, social connections August 4, 2011 Levi’s ® 17

25. SIGN UP & GET FREE SHIPPING SUBMIT MY ACCOUNT STORE LOCATOR TRACK ORDER MEN WOMEN JUNIORS KIDS & BABY FRIENDS STORE EXPLORE KEY WORD OR NUMBER SEARCH PIONEERS STUDENT SHOPPING BAG : 1 ITEM $ 67.59 FEATURED PIONEER FEATURED PIONEER PIONEER RANKING PROFESSIONAL LIFESTYLE +1(1st) ALEX MORGAN Genieve Sanchez Morgan concluded her four years in Berkeley tied for the third all-time scorer in California history with 45 goals and in sole possession of third place in terms of points 107. IwonaWiczuk Tamara Sam BLOGGERS Melissa Gray -1(2nd) STYLE OF THE DAY Celebrity Street Style of the Week: Jordana Brewster, Emma Roberts, & Nicky Hlton. Aima Lee “I love this…. ZEPHYR CecilieMareseGrendahl Lisa Haws Angela Pohl One click “Must to buy….” to shop WANT TO DO SOMETHING? Rupam Patel Inger Stapleton “My plan is to… You can do something different from right now. #Levis Pioneer ” “My friend has …. Monica Savini “I am going to make…” #Levis Pioneer ”

26. SIGN UP & GET FREE SHIPPING SUBMIT MY ACCOUNT STORE LOCATOR TRACK ORDER MEN WOMEN JUNIORS KIDS & BABY FRIENDS STORE EXPLORE KEY WORD OR NUMBER SEARCH PIONEERS STUDENT SHOPPING BAG : 1 ITEM $ 67.59 Look2: Ashley Olsen’s Casual Classic Look Outfit Inspired by Ashley I was totally enamored with Ashley’s outfit as soon as I saw it — she effortlessly mixes casual denim with a severe pair of kicks and a sharp blazer. Also, …. Tank top, Jeans, Blazer, Sunglasses, Clutch, Shoes Ashley’s outfit centers around a pair of boyfriend jeans, preferably in a dark wash, in keeping with the dark tank and blazer….. August 4, 2011 Levi’s ® 19

27. SIGN UP & GET FREE SHIPPING SUBMIT MY ACCOUNT STORE LOCATOR TRACK ORDER MEN WOMEN JUNIORS KIDS & BABY FRIENDS STORE EXPLORE KEY WORD OR NUMBER SEARCH PIONEERS STUDENT SHOPPING BAG : 1 ITEM $ 67.59

28. SIGN UP & GET FREE SHIPPING SUBMIT MY ACCOUNT STORE LOCATOR TRACK ORDER MEN WOMEN JUNIORS KIDS & BABY FRIENDS STORE EXPLORE KEY WORD OR NUMBER SEARCH PIONEERS STUDENT SHOPPING BAG : 1 ITEM $ 67.59 Levi’s Pioneers Launch Event FEATURED PIONEER PIONEER RANKING PROFESSIONAL LIFESTYLE +1(1st) ALEX MORGAN Genieve Sanchez Morgan concluded her four years in Berkeley tied for the third all-time scorer in California history with 45 goals and in sole possession of third place in terms of points 107. IwonaWiczuk Tamara Sam BLOGGERS Melissa Gray -1(2nd) STYLE OF THE DAY Celebrity Street Style of the Week: Jordana Brewster, Emma Roberts, & Nicky Hlton. Aima Lee “I love this….” ZEPHYR CecilieMareseGrendahl Lisa Haws Angela Pohl One click “Must to buy….” to shop WANT TO DO SOMETHING? Rupam Patel Inger Stapleton “My plan is to… You can do something different from right now. #Levis Pioneer ” “My friend has….” Monica Savini “I am going to make…” #Levis Pioneer ”

29. Web Contents:Professionals Content: Pioneers- Kayo Kusuda, Jessica Herrin, Molly Barker Blogs- Rieko Tahara, Penelope Trunk, The New Professional Interaction- Levi’s Challenge, recycle styles, pioneering stories, world change competition Promotion: Special occasions, jean swap, secret shopping events Emotion: Need for voice, social connection, style information August 4, 2011 Levi’s ® 22

30. SIGN UP & GET FREE SHIPPING SUBMIT MY ACCOUNT STORE LOCATOR TRACK ORDER MEN WOMEN JUNIORS KIDS & BABY FRIENDS STORE EXPLORE KEY WORD OR NUMBER SEARCH PIONEERS SHOPPING BAG : 3 ITEMS $ 187.77 STUDENT PIONEEROF THE WEEK Levi’s Challenge Ranking FEATURED PIONEER PROFESSIONAL +1(1st) LIFESTYLE I got inspired by people helping Japan after the Tsunami disaster. Now, I pledge to help the disaster victims, so that… Kayo Kusuda Kayo is sharing her successful business experience to the other women by conducting classes every weekend, so that can empower woman to the society. Rina Yamamura Okamura Miho Asami Sato Ayano Shimomura BLOGGERS CRYSTAL LINE Corp. -1(2nd) Planning, design, and story are the concepts of her business. Her strong leadership is …. WORLD PIONEER RANKING -1(2nd) +1 (1st) Ayaka Kawakami Kaoru Shimada Rieko Tahara +3(3rd) RECYCLE YOUR JEANS WANT TO HELP OTHERS? Tell to others how are you recycling your jeans. You can do something different from now You can help others by joining in this association 23,897 votes 15,776 votes 17,359 votes

31. SIGN UP & GET FREE SHIPPING SUBMIT MY ACCOUNT STORE LOCATOR TRACK ORDER MEN WOMEN JUNIORS KIDS & BABY FRIENDS STORE EXPLORE KEY WORD OR NUMBER SEARCH PIONEERS SHOPPING BAG : 3 ITEMS $ 187.77 PROFESSIONAL WORLD PIONEER RANKING 2nd Levi’s Challenge Ranking FEATURED PIONEER +1(1st) Sophie’s Curve ID is Supreme. Next is find your Curve ID. Sophie Dubois I got inspired by people helping Japan after the Tsunami disaster. Now, I pledge to help the disaster victims, so that… Kayo Kusuda Kayo is sharing her successful business experience to the other women by conducting classes every weekend, so that can empower woman to the society. Rina Yamamura Simple yet elegant and girlie yet funky seemed to be the overall style. Heels definitely make the outfit sexy, but the Levi’s supreme jeans and the trendy jacket helped to add to the coolness of the outfit. Okamura Miho Asami Sato Ayano Shimomura BLOGGERS CRYSTAL LINE Corp. -1(2nd) One click to shop Planning, design, and story are the concepts of her business. Her strong leadership is …. Work: Photographer Lives in : Paris Ayaka Kawakami Kaoru Shimada Rieko Tahara Holding: 6 Levi’s Jeans RECYCLE YOUR JEANS Levi’s Fans: 8 years WANT TO HELP OTHERS? Tell to others how are you recycling your jeans. You can do something different from now Sophie’s PLEDGE WHAT IS YOUR PLEDGE? You can help others by joining in this association After my father got cancer, I realized that I didn’t have a time with my parents. I will be nice to my parents and will have more…

32. QR Code Advertising August 4, 2011 Levi’s ® 25

33. QR Code Shopping August 4, 2011 Levi’s ® 26 MY ACCOUNT STORE LOCATOR TRACK ORDER KEY WORD OR NUMBER SEARCH SHOPPING BAG : 1 ITEM $ 68.00

34. Web Contents:Lifestyle Content: Pioneers- SushmitaSen, Emily Chang, Misty Gibbs Blogs- Shobha De, Chez Pim, Green Mamas Pad, Beth Kanter Interaction- Oxfam hours drive, tip of the day, look of the day, inspired men videos Promotion: Friends and family events, donation coupons, coupling discounts Emotion: Questions, feminine, youthful feeling, keeping current August 4, 2011 Levi’s ® 27

35. 150 Mathilda Place., ste 200 Sunnyvale, CA 94086 SIGN UP & GET FREE SHIPPING SUBMIT MY ACCOUNT STORE LOCATOR TRACK ORDER MEN WOMEN JUNIORS KIDS & BABY FRIENDS STORE EXPLORE KEY WORD OR NUMBER SEARCH PIONEERS STUDENT SHOPPING BAG : 3 ITEMS $ 187.77 TIP OF THE DAY FEATURED PIONEER PROFESSIONAL Donate your hours for special Levi’s deals LIFESTYLE Sushmita Sen POVERTY FREE WORLD Indian actress was first Indian woman to win the “Miss Universe” contest. Inspiration for X&Y gen, Sen is deeply involve with social events and social service. Now 86% Participation 10,971 people Get involved and make a difference right now ! BLOGGERS Author & Style Icon LOOK OF THE DAY 17 top selling Books. Weekly columns in top 4 newspapers. Most trusted person list. COMMIT HOURS PoornimaSoni ShrutiMalviya Love to help. 10 hours “I have to buy this… UpasnaPandey Shobha De UpasnaPandey It’s time to make action. 8 hours “I bought this and it is… WANT TO DO ONE NICE THING? DoOneNiceThing.com will help you to change your life in a different way GulishaMalviya “It is really nice….

36. 150 Mathilda Place., ste 200 Sunnyvale, CA 94086 SIGN UP & GET FREE SHIPPING SUBMIT MY ACCOUNT STORE LOCATOR TRACK ORDER MEN WOMEN JUNIORS KIDS & BABY FRIENDS STORE EXPLORE KEY WORD OR NUMBER SEARCH PIONEERS LIFESTYLE SHOPPING BAG : 3 ITEMS $ 187.77 LOOK OF THE DAY Donate your hours and get Levi’s jeans for free!! FEATURED PIONEER Sushmita Sen POVERTY FREE WORLD Indian actress was first Indian woman to win the “Miss Universe” contest. Inspiration for X&Y gen, Sen is deeply involve with social events and social service. Now 86% Participation 10,971 people Get involved and make a difference right now ! BLOGGERS Author & Style Icon 17 top selling Books. Weekly columns in top 4 newspapers. Most trusted person list. COMMIT HOURS PoornimaSoni Love to help. 10 hours UpasnaPandey Shobha De It’s time to make action. 8 hours WANT TO DO ONE NICE THING? DoOneNiceThing.com will help you to change your life in a different way

37. Sustained Activity Offline Events Pledge Event Go Red for Women Marathon Concerts Online Events Pioneer Competition Pioneer Challenge Oxfam Hours Drive World Pioneer Content Blogs Pioneers Styles Pledging Shopping August 4, 2011 Levi’s ® 30 Site Traffic Increase Pledge Event 2.7 million Pioneer Challenge 1.1 million

38. 3 Years from Launch July 19, 2011 Levi’s ® 31 “A vibrant, sustainable marketing asset that builds brand equity and purchase intent leading to conversion and loyalty” Pledge Event - Multiple cities with worldwide interaction Pioneers Website- Worldwide replication Community- Daily resource for entertainment and shopping

39. Thank You