From Livestream to Lifestyle

Retail

From Livestream to Lifestyle

Levi's connected with gaming and lifestyle audiences through a cross-platform strategy built for real-time fan engagement and lasting brand affinity.

Objective

Connect Levi's with gaming and lifestyle audiences in real time, building lasting affinity through creator-led storytelling.

Audience

Gaming, esports, and lifestyle audiences, including both passionate fans and casual viewers.

Challenge

Bring Levi's into a digital-first creator environment at scale, without losing brand tone or authenticity.

Heritage apparel brands increasingly need to reach gaming and lifestyle audiences who live on creator-led platforms. Levi's set out to meet those fans where they already are, with real-time, creator-fronted content rather than traditional advertising.

The strategy centered on a live tentpole moment with Brawadis, extended through VOD replay, paired with a paid amplification layer across pre-roll and Connected TV to reach broader audiences and sustain message retention.

Two men reacting joyfully during a livestream in a stylish kitchen setting.

From Livestream to Lifestyle case study cover featuring a smiling man.

The Approach.

The campaign anchored around a branded livestream with Brawadis, with Instagram and VOD content extending the live moment after broadcast. YouTube pre-roll ran across top esports and lifestyle creators, including NRG, to broaden reach. A Connected TV strategy extended watch time and improved message retention across screens. Programming was designed to appeal to both passionate and passive fans, with Instagram Stories driving the majority of livestream traffic and a diverse channel mix delivering above-benchmark CTRs.

How We Built It.

The Bent Pixels products activated for this campaign:

PixelFusion

Proprietary channel curation and audience alignment.

Used for

Curating the channel roster across gaming, esports, and lifestyle verticals.

Custom Branded Livestream

Co-created live content with integrated brand storytelling.

Used for

The Brawadis branded livestream and halftime show, extended through Instagram promotion and VOD replay.

Creator Reserve

Premium in-network pre-roll with brand-safe placement.

Used for

Pre-roll delivery across vetted gaming, esports, and lifestyle channels, including NRG.

Used for

The Impact

7.8M

Total Impressions

From a single activation

91%

Video Completion Rate

1.1M

Views

On Brawadis Livestream + Promos

What We Learned.

Heritage brands connect with creator-native audiences when they show up authentically, through trusted creators rather than scripted placements. Pairing a live tentpole with always-on pre-roll and Connected TV sustains attention and lifts message retention across the full funnel.

What We Learned.

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