Levis Gets Adventurous Marketing to Young, Bi-Cultural HispanicsThis article was originally published on the Acclaro blog....
About Acclaro: Acclaro is an international translation and localization company thathelps the world’s leading brands succe...
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Levis gets adventurous

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Transcript of "Levis gets adventurous"

  1. 1. Levis Gets Adventurous Marketing to Young, Bi-Cultural HispanicsThis article was originally published on the Acclaro blog.Category:Marketing, Global Trends This past year we saw several examples of global brands that used cultural and linguistic differences to their advantage, taking a unique cross-cultural approach to marketing and advertising. One of these was the iconic American brand Levis and their Nuevo Pionero campaign.In this campaign that showed a truly "adventurous" approach to catching the eye of the young,bi-cultural Latino market, Levis took five young U.S. Hispanics on a journey this summer fromAlaska to Argentina on the Pan-American Highway. This literal and metaphorical journey fromNorth to South shows the five travelers fully clad in Levis new Work Wear line, stopping in tendifferent cities and pitching in on work projects involving the arts. Their experiences weredocumented in a ten-week reality show, "Norte a Sur: Una Ruta, 5 Experiencias" (North toSouth: One Route, 5 Experiences), that aired in the fall on Discovery en Español.Levis market research showed that young Hispanics are even more likely than their generalmarket counterparts to have smartphones, blogs, and be active users of social media. To buildhype for the show, they armed the five pioneros with iPhones, which they used throughout theirjourneys to post updates to the shows website and their own Facebook pages.Keys to Success: Real-time updates on the journey for web-savvy, hyper-connected U.S.Hispanic youth. A campaign that matched up naturally with the brands main message, but wascustomized specifically for a Latino audience, with mixed Spanish and English dialogues.Read about two other brands that we think really used cross-cultural campaigns to theiradvantage: Volvo in the U.K. and Coca-Cola in South Korea.Page 1: Levis Gets Adventurous Marketing to Young, Bi-Cultural Hispanics Copyright © Acclaro 2012
  2. 2. About Acclaro: Acclaro is an international translation and localization company thathelps the world’s leading brands succeed across cultures. We specialize inwebsitetranslation, marketing campaigns, documents and software localization to give clientsan authentic voice in key language markets. North America: 1-866-468-5106 Worldwide: +1-914-468-0222 www.acclaro.comsales@acclaro.comPage 2: Levis Gets Adventurous Marketing to Young, Bi-Cultural Hispanics Copyright © Acclaro 2012

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