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INTRODUCTION TO LEVI’S
Creation of Levi’s blue jeans 1870’s
Working class focus 1900’s
Levi’s the brand 1960’s
LEVI’S BRAND PLATFORM VALUES
Authenticity Innovation
Quality
AMBITION Become the most
innovative brand in the jeans market
VISION Make modern jeans that allies tradition
and innovation
MISSION Embody
Liberty and Freedom Lifestyle
2015 Levi’s brief
Tailor Shop Objectives
Comms Objectives
Launch Levi’s Tailor Shop in the
UK
Put Levi’s Front of Mind for clothing customisation
Offer services and experiences that drive traffic to Levi’s® stores.
Empower and educate the consumer on how to customise their Levi’s®
Capture new consumers with infinite product possibilities
Create engaging and sharable content across owned & paid social channels
Activate media partnerships that deliver content through partnerships with relevant influencers in the music arena
Educate the consumer in the range of Tailor Shop services available
Digital KPIs: Reach, social engagement, drive to store.
1 – TARGET AUDIENCE: MILLENNIALS 18-34
They use customisation to build their own identity and express themselves
1) Use digital to look for inspiration
2) Use digital to connect and communicate with people
3) Use digital to have social recognition and influence with followers, mentions and shares
2 - HOW BRANDS SELL CUSTOMISATION
Integrate their customers in their communications
Integrate their customers in the co-creation of products
Social Recognition Ownership
Learn Home
Create
Gallery Contest
T
360 view UNLEASH YOUR STYLE
WITH XBOX KINECT
MAKE YOUR OWN PIECE OF LEVI’S HISTORY
AND BE LEVI’S NEXT DESIGNER
WELCOME TO LEVI’S ONLINE TAILOR SHOP
Inspire and educate about
customisation
Participate and create within a
unique immersive experience
Connect and reward participants
Drive Traffic in store
Comms 1
ESTABLISH
Comms 2
ENGAGE
Comms 3
ADD SOCIAL VALUE
Comms 4
INVITE
LAUNCH OF THE LEVI’S HUB AND
DESIGN CONTEST ON
XBOX
XBOX CREATE AND SHARE
SKYPE NOTIFICATIONS
UGC MEDIA
BUY CUSTOMISED CREATIONS IN-STORE
ROLE OF DIGITAL
Profile Avatar As in social networks, users have access to their account with a summary of their work projects, social mentions and viewable stats displayed in a timeline
Learn Home
Create Gallery Contest
Adel
Rank : Beginner Lessons completed 4 Projects started 3 Finalized items 18 Total hours 48h
Submission 18 Total views 12,100 Total votes 380 Total shares 10
ESTABLISH LEVI’S HUB Welcome Adel
2- Levi’s Home The homepage will showcase varied amount of content from UGC to Levis curated content with their ambassadors
3 - Levi’s Learn Users swipe to the right/left to learn the basics of clothes customisation. Lessons will be taught with a voice over of the brand ambassadors
Learn Home Create Gallery Contest
Adel
1 – Choose your size
ESTABLISH – INSPIRE AND EDUCATE
4 - Levi’s Create – General features Users start selecting their item to customise with Kinect using directed by their hands
Learn Home Create
Gallery Contest
Adel
ENGAGE
5 - Levi’s “Create” – Unlimited creation Users can go into deep customisation and editing using their hands and voice
Adel
ENGAGE
360 view
Learn Home Create
Gallery Contest
T
360 view
Hands put clothes in motion. Item can be folded, stretched…
Selection button to go to specific areas of your item
Copy and paste button to create patchworks
Zoom button to see in more details
Cut button to remove/rip parts of the item
Typo button to add your personal touch. It can switch to handwritten font
Learn Home Create Gallery
Contest
Adel
Rank : Beginner Lessons completed 4 Projects started 3 Finalized items 18 Total hours 48h
Submission 18 Total views 12,100 Total votes 380 Total shares 10
SOCIAL VALUE
6 - Levi’s Gallery Users can create galleries which are their portfolio of creations. They can submit their creations to Levi’s to be their next designer after a vote online
The Monster
Mick Jagger
Eff me I’m Famous
Order Order Order
434 100 56
social experience
Learn Home Create Gallery Contest
Adel
Rank : Pro Lessons completed 4 Projects started 3 Finalized items 18 Total hours 48h
Submission 18 Total views 12,100 Total votes 380 Total shares 10
REWARD AND INVITE
7 - Contest 10 custom designs will be voted on by the public with the final winner being chosen by the brand ambassadors
WOW CONGRATULATION ADEL !!
You unleashed Your style! You are now a Levi’s pro designer! Your Monster Jeans have been voted Best New Product. You are entitled to win an exclusive Levi’s product deal. Stay tuned about the final round with Levi’s ambassadors…
#UNLEASHYOURSTYLE
THE VACCINES
Digital OOH billboards with iconic brand ambassadors will showcase product galleries
ATL Activation with brand ambassadors
Users who don’t own an Xbox will have the opportunity to learn and create in-store during the campaign
In-store activation with brand ambassadors
UNLEASH YOUR STYLE WITH CUSTOMISED MEDIA EXECUTION ON MSN
Adel UNLEASHED HIS STYLE with Levi’s #unleashyourstyle
Unleash your media creativity! Users who submit to the galleries or who customise clothes in Levi’s custom shops will see their creations used in interactive bespoke display formats. Upon clicking, targeted audiences will be redirected to the Levi’s contest page.
Gallery page
UNLEASH YOUR STYLE WITH SKYPE
Your friend Adel took part in the Levi’s designer contest. Discover what he created !
Friends of Skype users who joined the Unleash Your Style experience will be notified on Skype to encourage peer-to-peer participation. Upon clicking, they will be redirected to their friend’s gallery hosted on the Levi’s contest page. They will be invited to join the experience if they have an Xbox at home or go visit a local Levi’s Tailor Shop.
Gallery page
Adel UNLEASHED HIS STYLE with Levi’s #unleashyourstyle
Participation within immersive environment
Connect and reward participants
Launch Amplification Announcement of Winner
Earned Media & Owned channels
CAMPAIGN ECOSYSTEM
Earned Media & Owned channels
Encouraging participation at home and/or visits to store
ARTISTS ARTISTS
Visit Gallery for Inspiration
Comments / Vote (Ad Unit / Social
Media)
At Home Participation – App
Downloads
Participation In Store
Sales
MEASURING ENGAGEMENT
Depth of
Interaction
Campaign KPIs will reflect consumer
engagements
CAMPAIGN SCHEDULE
ESTABLISH
ENGAGE
AMPLIFICATION
WINNER
JUNE JULY AUG
In-Store Activation, Owned Channels, ATL media
Xbox Unleash Your Style App – home and store experiential (£500k)
Customised interactive display formats and Skype notifications (£200K)
App TO / MSN TO (£75k)
Estimated Investment on Digital = £0.8m
WHY THIS STRATEGY USING MICROSOFT IS A TAILORED MADE FIT FOR SUCCESS
1 2
We will EXCITE fans via our Kinect In-store customisation activation to showcase a customisable experience like none other.
Put Levi’s Front of Mind for clothing customisation
Empower and educate the consumer on how to customise their Levi’s®
We will provide a platform for self expression to INSPIRE and ENGAGE XBOX users using a dedicated app to show case content which will ELEVATE the Levis brand
3 Using BESPOKE AD UNITS on MSN will we not only gave a sense of FAME and RECOGNITION to consumer but also inspire others to JOIN IN and CREATE
Capture new consumers with infinite product possibilities