Pioneer Nation also launched its unique partnership with African Leadership Academy; extending their highly successful entrepreneurship curriculum and inspiring network of African entrepreneurs to Levi’s® consumers.
The long-term purpose of Pioneer Nation is to fill unique gaps that measurably contribute to greater economic self-sufficiency amongst Levi’s core audience of under 25-year-olds while building strong brand bonds and loyalty.
Project born from interviews with nearly 3000 young adults
95% of year one festival participants would definitely/probably come back next year.
78% rated the pilot Pioneer Nation Festival 8 or higher (on a scale of 10)
35% of participants owned business already—47% had business idea ready to launch
3500 online views of featured Young Pioneers films
The Festival generated ZAR 4 mil in earned media value for Levi’s®
Established a strong brand partnership with the African Leadership Academy