Levi Strauss & Co.’s shares soared, rising 20% after the company reported earnings that exceeded expectations. The heightened interest in the brand was partly sparked by its mention in a new song by the famous singer Beyoncé. In response to this unexpected popularity, Levi Strauss changed its Instagram name to “Levi’s,” matching the spelling in the song.

This marketing move and connection to popular culture provided the brand with additional attention and enhanced its market value.