Levi’s Scores Big with Beyoncé Campaign, Racking Up $5M in Media Impact Value.

Beyoncé’s Cowboy Carter-inspired Levi’s ad boosted the iconic brand to an impressive $5 million in Media Impact Value (MIV).

Following the release of Queen Bey’s reimagined “Launderette” commercial and three Instagram promo posts, Levi’s raked in $5 million in Media Impact Value (MIV) within 48 hours, with $1.3 million coming from Beyoncé’s first two posts, according to WWD. The partnership was a perfect fit after her Post Malone-assisted country track “Levii’s Jeans” from her platinum-selling country debut album “Cowboy Carter.”

Released on September 30, the ad showcases Beyoncé striding confidently into a laundromat wearing Levi’s denim and a white t-shirt. She casually removes her jeans and throws them into the washer, as her track “Levii’s Jeans” plays in the background.

“My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé said.

“I’m honored to collaborate with Levi’s in crafting quintessential American imagery. Denim on denim is often viewed from a male perspective, so this reimagined campaign, which highlights the iconic female point of view, is especially meaningful to me. I’m excited to explore new ways for our visions to come together in empowering women and celebrating their strength,” Beyoncé shared.

She followed up the ad with an Instagram post showcasing a close-up of her Levi’s outfit.

“Give you these Blues, it’s in my Genes,” she captioned.

Kenny Mitchell, chief marketing officer at Levi Strauss & Co., saw an opportunity to elevate the brand by teaming up with Beyoncé after she dropped her country album featuring the track “Levii’s Jeans.”

“When that album released, it was clear we had a moment to explore the possibility of a deeper partnership,” Mitchell told The New York Times.

“What this partnership does is just furthers us into being relevant,” Michelle Gass, CEO of Levi’s, added. “I think this is the biggest one we’ve ever done.”

The Beyoncé campaign aims to boost Levi’s visibility among women, who currently make up one-third of its customer base. With the help of the “Texas Hold ‘Em” singer, the brand is working to increase this figure to 50%.

“Not only did the campaign modernize the brand with Beyoncé’s influence, but it also brought a crucial female perspective, which aligns perfectly with one of our core strategies: winning with women,” said CEO Michelle Gass.