Winner: Levi Strauss & Co.—Chip Bergh's Dirty Jeans Manifesto on LinkedIn
Roughly 50 percent of the total water used in the lifecycle of a pair of Levi’s 501 jeans is in the cotton-growing phase and the other rough half is consumed after purchase through consumer laundering care. With this data as a foundation, Levi Strauss & Co. strived to educate the consumer about the impact their washing habits can have. From putting a Care Tag for the Planet on all its garments instructing the wearer to wash less, to creating a Water<Less collection that uses up to 96 percent less water in the finishing process, the brand employed a variety of methods to reach the consumer about the issue of water consumption.
On the Fortune Brainstorm Green main stage, Levi’s CEO Chip Bergh delivered the message to stop washing your jeans, which received outstanding attention from the press and consumers. By utilizing LinkedIn, the company was able to capitalize on the response from Fortune Brainstorm Green and further drive Chip’s comment on sustainability through behavior. Opportunistic about the viral nature of the response, Levi Strauss & Co. followed up with the “Dirty Jeans Manifesto,” an article on LinkedIn authored by Chip Bergh that gave the company a chance to respond to the national attention. The article received more than 93,000 views, 800 likes on LinkedIn and was shared over 3,200 times.
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