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Levis Presentation
- 1. Levi’s “Iconic Jeans forIconic 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 lostnearly 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 failedto recognize the premium jean market trend • Forced into cost cutting • Creation of signature line. Levi’s Decline
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- 6. • Jeans arean 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 AHistory 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 ● Toincrease closet share by targeting women ● Women’s products generate 20% of sales
- 11. ● Change attitudesand 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 FebruaryMay NYE Trip Movers and Shakers What Makes an Icon? Where will you take your Levi’s? Superbowl Timeline
- 14. • $50M overa 12 month period Budget
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- 16. ● Online Radio ●Television ● Magazines ● Wallscapes ● Billboards Media Buying
- 17. ● Communicate salespromotions ● 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 targetaudiences 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 iconicmagazines 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 RetailStores, Outlets & Retail Partners
- 24. Billboards/ Wallscapes **(Sizes Are 14X48) **IlluminatedBillboards Objective: This is where Levi’s locations are concentrated. Billboards based on high concentrations of stores.
- 25. Media Budget 21.3 Million 7.4Million 4 Million Total Media Budget: $41 Million
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- 27. Creative Objective Remind consumersthat Levi’s jeans are iconic by comparing events throughout history where Levi’s made their mark.
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- 29. Three Ad Sets “Moversand Shakers” “What makes an Icon?” “Where will you take your Levi’s”
- 30. Ad Set #1 “Moversand Shakers”
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- 35. Ad Set #2 “Whatmakes an Icon”
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- 40. Ad Set #3 “Wherewill you take your Levi’s?”
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- 47. Production Budget “Movers andShakers” “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
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- 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 WhatMakes an Icon? Electronic and Social Media • Flash Sales: Black Friday, Cyber Monday, and Pre Christmas Memorabilia and Sweepstakes
- 52. 3rd Trimester Wherewill you take your Levi’s ? • Spring Sale • “Where will you take your Levi’s?”
- 53. Radio Promotions Outside lands “Heyyou! 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 2ndtrimester 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
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- 57. Sales Promotion Budget Total$475,850.00
- 58. Social Media Medians used:Facebook, Twitter, Instagram, YouTube, Bloggers, Email
- 59. Social Media Objective Tomaintain 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 has21 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 has674.5k 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 currentlyhas 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 currentlyhas 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 toUtilize Google AdWords ● Retargeting Ads
- 66. Email ● Promotional advertisements ●Retargeting efforts
- 67. Social Media Budget SocialMedia 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
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