Levi's Sustainability Campaign Establishes Brand Leadership

Topics for Todayʼs Conversation
- Situational Analysis
- Leviʼs Challenge
- Research & Key Learnings
- Audience
- Campaign
- Creative Tactics & Solutions
- Media & Marketing Plan
Thursday, August 12, 2010

Empathy
Originality
Integrity
Courage

Beyond Leviʼs

Competitors

Strengths
- Heritage
- Quality
- Focus on community and environment

Weaknesses
- Disconnect with youth market
- Not viewed to be as trendy as boutique brands

Opportunities
- Social Media
- Consumer Engagement
- Sustainability

Threats
- Intense competition from high-end designer & private labels
- Style & trend changes

Challenges along the way

Anna

Key Findings

Visual brand transparency in relation to the environment indicates
a sense of humanity in advertising to the target audience.

Something about discovering under-marketed products

"Our lifecycle assessment revealed that 58% of the energy and
45% of the water used during the lifetime of a pair of Leviʼs ®
jeans occurs during the consumer use phase."
- Leviʼs LCA

Leviʼs is a sustainable brand at heart, but does not ﬂaunt it.

How do we continue to expand Leviʼs sustainability efforts beyond their
corporate policy and throughout their consumer engagement?

Campaign Goal:
Establish Leviʼs as a leader in environmental progress through a modest tone
of engagement that allows the consumer to discover the sustainable nature
of Leviʼs in order to shift brand perception and become more relevant to the
ever-evolving target audience.

Consumers can decrease the climate change impact of their Leviʼs by
48% by washing their jeans just once per month.
- Leviʼs LCA

TV & Digital Video
Television, and online ﬁlm residing on the
Leviʼs Facebook page will run introducing
the idea of No Wash November to spread
the word about upcoming events and how to
participate.
Both television and digital video will feature
the Leviʼs Guy and recently announced
Leviʼs Girl to introduce the idea of No Wash
November.
Together they will introduce the idea of
washing your jeans less to reduce
environmental impact while getting a better
ﬁtting pair of jeans at the same time.

Launch Events
During the final two months of October, a team will be traveling to major
cities across the country to promote the launch of No Wash November
and bolster awareness of Leviʼs Care Tag for the World which instructs
Leviʼs owners to wash their jeans in cold water, hang dry, and finally;
donate them at a Goodwill location when they are finished so that
someone else can continue to enjoy the jeans and extend their life span to
reduce environmental impact.
Launch events would feature a large canvas of denim that would travel
from city to city bearing the headline, “No Wash November – I pledge to
not wash my jeans.” Visitors could sign up for No Wash November by
signing their canvas and forming a pact with other participants to forego
washing their denim for the month of November.
Goodwill donation bins for old jeans would be available on site
accompanied by signage indicating that by donating you would receive a
discount on a new pair of Leviʼs Shrink to Fit or Curve iD to start the No
Wash November challenge fresh.
Leviʼs event team members would be present as well as the Leviʼs Guy
and Girl to talk with visitors about No Wash November challenge.
Talking points for team members and signage would include, challenge
details, Shrink to Fit and Curve iD, and discounts for donating or signing
up for the challenge.

Print

Retail

Digital

Mobile

How does this live on?

Budget

Media Plan

RECAP
Leviʼs
Research
Strategy
No Wash November

THANK YOU.

Levi's Sustainability Campaign Establishes Brand Leadership

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