It’s officially Pride Month and Levi’s is suiting up supporters via Snapchat. Snappers can try and buy six limited-edition pins and patches thanks to a new partnership between the two brands. Though this isn’t the denim dealer’s first spin on Snapchat, here’s why it could be its most meaningful.
Levi’s new activation, which debuted last week and runs until the end of the month, allows consumers access to a special Pride Lens by either visiting one of its stores and using a Snapcode or by receiving a Snapcode from friends. This shareable aspect is noteworthy, as it keeps the initiative from appearing overly branded and turns it into something social—a driving force in Pride culture. Upon receiving their Snapcode, users can try on Levi’s signature denim jacket in two different shades and adorn it with one or all of the six different pins and patches the brand has rolled out. If they choose to, they can then order it within the app for fulfillment within two days. Fashion is a pivotal part of pride month and its pertinent events, with people planning their Pride attire months in advance, so quick and convenient access to unique pins and patches is a smart move on Levi’s part.
But is Snapchat the best social platform for Levi’s to lean into? At this point, Instagram Stories has lapped Snapchat, with 93% of brands tracked in Gartner L2’s Digital IQ Index: Specialty Retail active on the feature and just 4% posting any content at all on Snapchat last year. If Levi’s really wants to get loud about pride, it may want to consider pairing up with a more popular platform.