The document outlines Levi's plan to revitalize its brand through a new ad campaign titled "Iconic Jeans for Iconic Times". The campaign will target younger consumers aged 15-50 through ads highlighting Levi's history and iconic status. It will include TV, magazine, outdoor, and social media ads over 12 months with a total budget of $50 million. The campaign aims to increase Levi's market share by reminding people it is an American tradition and premium brand through ads connecting its jeans to iconic cultural moments from its founding to today.

1. Levi’s
“Iconic Jeans for Iconic Times”
Ad Campaign

2. • Account Executive: Maegan Revak
• Media Director: Dejan Cuk
• Creative Director: Nick Beynon
• Research Director: Kim Tran, Doyoung Kim
• Sales Promotion: Sloan Russell
• Social Media Director: Shawn McKeon

3. • Levi’s lost nearly half of its net income
• Sales of premium denim grew by 17% during the 2008 recession
When What You Know Is No Longer So

4. • Levi’s failed to
recognize the
premium jean
market trend
• Forced into cost
cutting
• Creation of
signature line.
Levi’s Decline

5. Competition

6. • Jeans are an
American Tradition
• Consumers are
willing to pay a
premium price
• ‘American Made’ is a
selling point
Levi’s Iconic Image Is In Recession

7. The Solution:
Provide A History Lesson
1873: Levi Strauss & Co. invents the
Blue Jean
1936: Designed to give women
freedom of movement, Levi’s
introduces the first women’s jean.

8. CURRENT TARGET MARKETS
Age: 15-30
Male & Female
Middle Income
Young Professionals
Age 30-50
Male & Female
Blue Collar
Brand Loyal
VALUES
To clothe oneself means to put on something
that symbolizes who you are.
Levi’s Current Target Market

9. Women and Men (80%, 20%)
Age: 18-40
Income: Median
Hidden Qualities
Authenticity
Emotional Benefits
Self Expression
Freedom & Independence
Suggested Market

10. Marketing Objective
● To increase closet share by targeting
women
● Women’s products generate 20% of
sales

11. ● Change attitudes and create value by reminding
consumers that Levi’s is an iconic brand.
Creative Strategy

12. Motives for Buying
• Achievement
– 87% of women define success as being able to
shape their future.
• Individualism
– 96% of millennials list being independent as their
life goals.

13. July
Outside lands
October February May
NYE Trip
Movers and Shakers
What Makes an Icon?
Where will you take
your Levi’s?
Superbowl
Timeline

14. • $50M over a 12 month period
Budget

15. Media Buying

16. ● Online Radio
● Television
● Magazines
● Wallscapes
● Billboards
Media Buying

17. ● Communicate sales promotions
● Extend frequency
● Remind consumers of Levi’s iconic history
Media Objective

18. Online Media Targeting
Green- Movers & ShakersBlue- Iconic Jeans For Iconic
Times
Purple Where will you
take your Levi’s
210 Million Impressions
70 Million Per Trimester
Period
54 Million Impressions
18 Million Per Trimester
Period
Demographic:
Avg Age - 38

19. Television
Objective: To target audiences through
preferred TV shows

20. TV Schedule
Green - Movers & Shakers
Blue - Iconic Jeans For Iconic Times
Purple - Where Will You Take Your Levi’s?

21. Objective: Use iconic magazines to
enforce brand identity.
Magazines

22. Green- Movers & Shakers Blue- Iconic Jeans For Iconic Times Purple Where will you take your Levis?
Magazines

23. Levi’s U.S. Representation
Retail Stores, Outlets &
Retail Partners

24. Billboards/
Wallscapes
**(Sizes Are 14X48)
**Illuminated Billboards
Objective:
This is where Levi’s
locations are
concentrated.
Billboards based on
high concentrations of
stores.

25. Media Budget
21.3 Million
7.4 Million
4 Million
Total Media Budget:
$41 Million

26. Levi’s Creative

27. Creative Objective
Remind consumers that Levi’s jeans are iconic by comparing events
throughout history where Levi’s made their mark.

28. Ad Slogan

29. Three Ad Sets
“Movers and Shakers” “What makes an Icon?”
“Where will you take
your Levi’s”

30. Ad Set #1
“Movers and Shakers”

31. Story Board

32. Magazine Ad

33. Billboard

34. Wallscape

35. Ad Set #2
“What makes an Icon”

36. Story Board

37. Magazine Ad

38. Billboard Mockups

39. Wallscape

40. Ad Set #3
“Where will you take your Levi’s?”

41. Story Board

42. Magazine Ad

43. Billboards

44. Wallscapes

45. Other Creative Assets

46. Display Ads

47. Production Budget
“Movers and Shakers” “What makes an Icon”
“Where will you take
your Levi’s?”
TV Ad Production Costs
License for 5 songs
Paid dancers/actors
Misc Production Costs
$1,250,000
$1,250,000
TV Ad Production Costs
Stock Image
Stock Audio
Misc. Production Costs.
$800,000
$800,000
TV Ad Production Costs
Stock Audio
Stock footage
Misc. Production Costs.
$400,000
$400,000
Total = $2,400,000

48. Sales Promo

49. 1st Trimester - Movers and Shakers
• Consumer Oriented Promotion.
• Kohls, Macys, Nordstroms, and
Sax and Fifth.
• Levis Stores
• Semi Annual Sale
Email Campaign will begin sign up
for alerts receive 20% off your first
purchase.

51. 2nd Trimester What Makes an Icon?
Electronic and Social Media
• Flash Sales: Black Friday, Cyber
Monday, and Pre Christmas
Memorabilia and Sweepstakes

52. 3rd Trimester Where will you take your Levi’s ?
• Spring Sale • “Where will you take your Levi’s?”

53. Radio Promotions
Outside lands
“Hey you! Yeah you! Sick of spending over 200 dollars on
a new outfit for a three day event. Let Levi’s help you live.
Bring in your outside lands tickets and get 30 % off your
next Levi’s outfit.”
“ Are you follower ? Do you enjoy keeping the wall up ? Or
are you a shaker? Shake things up whether it is on the
dance floor, at a party or simply in the office. Let Levi’s
help you shake things up.”
Iconic Jeans for Iconic Times
“3 2 1 (SFX) Happy New Years !! What’s more iconic than
watching the ball drop in Times Square? Let Levi take you
and a friend to New York. Show us how iconic you are in a
pair of Levis. Click the banner to find out more
information.”
Where will you take your Levi’s
“Levis brought you denim and you took us to places we
had only dreamed of. Now Levi’s wants to take you and
your friends Levi’s on your next adventure

54. Leather Patch Memorabilia
2nd trimester the originals will
release.
• Iconic symbols
Special Edition Patches will
release in the third trimester.
• Muhammad Ali
• Rosie the Riveter
• Man on the Moon
• Levis Stadium Super bowl

55. Leather Patch
Memorabilia

56. Gantt Chart

57. Sales Promotion Budget
Total $475,850.00

58. Social Media
Medians used: Facebook, Twitter, Instagram, YouTube, Bloggers, Email

59. Social Media Objective
To maintain the brand image of Levi’s while incorporating historic and engaging
content throughout all social media. To remind consumers that Levi’s is the
iconic jeans.

60. Facebook
• Currently has 21 million
followers
• Will be utilized for organic posts
and paid advertising
• News Feed Ads Generate 49
times more clicks at 45% less
cost

61. Twitter
● Levi’s has 674.5k followers on Twitter
● Hashtags for Levis to be implemented:
#Iconicjeans #Levislookingback
#womeninlevis #LevisContest and
Hashtag for each ad #dancingjeans
#whatmakesanicon #wherelevistakeyou
● Paywithatweet

62. Instagram
● Levi’s currently has 570k Followers
● Instagram ads: 32% incremental lift in ad
recall per campaign, 10% incremental lift
in brand message awareness per
campaign
● Hashtags for Levi’s to be implemented:
#Iconicjeans #Levislookingback
#womeninlevis #LevisContest and
Hashtag for each ad #dancingjeans
#whatmakesanicon #wherelevistakesyou
● Utilize Levi’s sales promo contests

63. YouTube
● Levi’s currently has 28k subscribers on
YouTube
● Levi’s focus for YouTube needs to remain
as a place where Levi’s can store ads and
have user generated content
● Paid advertising on videos with
1,000,000+ views

64. National Bloggers
Chiara Ferragni: The blonde Salad (LA based)
3 Million Instagram Followers
Aimee Song: Song of Style (LA based)
1.9 Million Instagram Followers
28,000 subscribers on YouTube
Wendy Nguyen: Wendy’s Lookbook (LA based)
600,000+ subscribers on YouTube

65. Google
● Continue to Utilize Google AdWords
● Retargeting Ads

66. Email
● Promotional advertisements
● Retargeting efforts

67. Social Media Budget
Social Media Expenses
Facebook & Twitter: 2 million
Instagram: 1.5 million
Youtube: 1.2 million
National Bloggers: 100,000
Google: 2 million
Total Expenses: 6.8 Million

68. Budget Breakdown

70. Questions?