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New American Wayfinders
- 1. NEW AMERICAN WAYFINDERS Levi’s xJacquard by Google CommuterTrucker Jacket By Lauren Carrol and Caitlin McCall
- 2. New American Wayfinders Contents • The Problem & Opportunity • Current Situation with Levi’s and Google • Objectives and Goals • Target Persona • Strategy • Tactics • Expected Results • Budget
- 3. Share of Voice + Wearable: “Apple Watch 2 Wearable”- 5,750 results, 59.03% “HexoskinWearable”- 2,100 results, 21.56% “Project Jacquard Wearable”- 1,890 results, 19.40% Total: 9740 results
- 4. Share ofVoice forVerticalWearableTech system: -Defining what is “VerticalWearableTech System”- it is a family of wearable tech products and smart devices designed to work together and produced by the same company. For example, Fitbit is just Fitbit. It is a wearable that can interact with other smart phones, but Fitbit does not also make those smart phones. Apple is a whole system. They have iCloud, iTunes, Airbook, iMac, AppleWatch, iPhone, etc., and they all interact. For the “Share ofVoice forVerticalWearableTech Systems” direct searches, using quotation marks, for AppleWatch 2Wearable, HexoskinWearable and Project Jacquard Wearable were entered into the Google Search Engine.
- 5. Share of Voice Without adding Wearable in the search term, a tremendous amount of of Apple retail and spam influences the search results. Hexoskin- 74,200 results, 2.41% Project Jacquard 98,000, 3.18% Apple Watch 2 - 2,910,000 results, 94.41% Total: 3,082,200 results
- 6. Without adding “Wearable” in the search term, a tremendous amount of of Apple retail and spam influences the search results. Results without the +Wearable term: Hexoskin- 74,200 results, 2.41% Project Jacquard 98,000, 3.18% AppleWatch 2 - 2,910,000 results, 94.41% Total: 3,082,200 results
- 9. Slice: Levi’s • Levi Strauss and Jacob Davis partnered to invent the blue jean • Original Jeans for the working American • Worn by people in all walks of life • Identifiable by three digit style numbers • Primarily denim product for men's, women’s, and children • Global leader in jeans • Own Dockers, and Denizen • A classic worn by all ages • Heritage, quality, style, authenticity
- 10. Slice: Google Google has recently released consumer products that are competing with Apple and Samsung. Pictured Here are Google Home, Google Cardboard, Chromecast, and Pixel. Other devices include Google Glass and Chromebook
- 11. Slice: Google Originals Google began as a search engine, expanded into a crowd-sourced map of the United states for directions and wayfinding and expanded into Google Earth. Google Maps evolved from incomplete map coverage and not always reliable directions to Global map coverage with satellite view or street view, and options to search nearby destinations and view other user’s photos.
- 12. How will they differentiate? • App integration across channels and devices • Ease of use • Capability of technology to be extended into other fields • Levi’s will be use wearable tech as a “first” in denim • Google will make its way into wearable tech field • The collaboration of two successful companies excelling in each field • Significant resources • Intended use is for niche consumer
- 13. Google is teaming up with Levi’s to differentiate theirWearable tech Apparel. They are in the race to be the first to render every surface a touch screen (or even simply an interactive screen via motion with Project Soli) a possibility. Apple is razor’s edge sophistication and innovation. Their collaborative products have reflected that (AppleWatch Nike, AppleWatch Hermes). Google has both been a product of geniuses and a product of the crowd. Google is for everybody because it is everybody. American-born denim, such as Levi’s, can also be considered for everybody by everybody, as jeans can represent a collective building of the American culture.
- 14. Objectives and Goals • 1% increase in Social Media Engagement for Levi’s • 10% increase in organic followers on social media channels for Google ATAP • 1% of active followers make purchases
- 15. Target Persona Like Google, the target consumer is seeking to create a distinctive and creative narrative constantly seeking innovative ways to use technology to make their lives easier and more efficient. Through our experiential and personal engagement, we’ll seek to identify key personalities that embrace an “alternate” lifestyle. Entrepreneurs , innovators, early adopters, and creators alike.
- 16. Forrest • #startuplife for app/tech companies • Skims through Gadget Magazine and Tech Radar • CraftWhiskey brewing • Never in one place for long– lives in SoMa area-- prefers local against the grain products • Alternative lifestyle- push limits and challenge comfort zone • Social media channels include LinkedIn,Twitter, Facebook, andYouTube (Image)
- 17. Bimodal Forrest
- 18. Bimodal Forrest? Hipster have been around long enough that those in their thirties adopting the trend when it first made waves would be in their forties. At their core, hipster’s love craft and small-batch, but they may be willing to throwback to a vintage Levi’s. Their earnings as a more experienced/established individual make it more likely that they would be able to purchase a commuter jacket “off the rack” without having to financially aspire to it. Younger Hipsters in the first half to middle of their twenties would also appreciate the Google x Levi collaboration.
- 19. “THE NEW AMERICAN WAYFINDER” #NEWAMERICANWAYFINDER JACQUARD LIVE Product ReleaseCampaign Levi’s x GoogleJacquard
- 20. Google is a brand that reaches everybody with the everyday search engine on one hand and the high stratosphere technical products that the average consumer may not yet understand. Levi’s is a strong American brand rooted in hard work, durability and by association the iconicAmerican dream- as it ever changes. Google needs to narrow their focus to current and potential Levi’s consumers, while Levi’s needs to connect with their community, and grow their community with the playfulness and creativity of Google. The strategy needs to focus on the true cross section of the early Google tech adopter and long term Levi’s champion.
- 21. Approach: Micro-Influencer Forrest’s single channel, considering hipster love of authenticity and craft, will be another person- a micro-influencer. Hayes manages a craft coffee bar that Forrest frequents. I creating an authentic small coffee house experience for his customers, Hayes strikes up conversation about the interesting things he has found, consumed, experienced, and will follow up with sharing these on social media with his similarly hipster customers such as Forrest. They are not friends- but friendly acquaintances- which bridles a healthy competition.
- 22. Tactics • External App Integrations- An app specifically developed by Google might look something similar to the GoPro app, but it would enable users to upload their videos to Google Maps, as well as Google+,Youtube, Facebook andTwitter. Those looking for a different experience using Google street view could opt for viewing a section of someone’s bike ride. We’ll call it Jacquard Live. • Experiential Popup Hack-a-thon - As described on the Project Jacquard page, the conductive textile is meant to incorporate other electronics. A wearable tech hack-a-thon would remain true to Google’s brand image as being partially crowd-sourced, and would generate greater anticipation for the release of the jacket. Items such as microphones, speakers, small cameras, heating elements and wireless chargers could potentially be hacked into the jacket. • Macro-Influencer experiential subscription (deliver promotion via video short)- This is the Jacquard Live app as used by a Macro-Influencer. Users can subscribe to receive influencer content and updates.
- 24. App Integrations UserVideo: Hayes #NewAmericanWayfinder
- 26. Macro- Influencer experiential subscription: Jacquard Live from my Levi’s, Sufjan Stevens (Maybe)
- 27. Macro- Influencer experiential subscription: Jacquard Live from my Levi’s, Sufjan Stevens (Maybe)
- 28. Jacquard Live: Sufjan’s Jacket
- 29. Expected Results • 10% of active followers will go to store or website for Project Jacquard CommuterTrucker Jacket – Levi’s: 203 people – Google: 10,414 people • 1% will buy – Levi’s: 20 people – Google: 1041 people • Total of 10,617 will go to the store/website and 1,061 people will buy/pre-order
- 30. Budget • Hackathon: 2,000 person; $500,000 • App Development: ~$175,000 • Video Production: $40,000 • Total Campaign Cost: $715,000
- 31. Citations and Sources: • Cunningham, D. (2016, May 23). 5 Stages of a Hackathon. Retrieved from https://www.theodysseyonline.com/5-stages-hackathon • Formotus (2016). Figuring the Costs of Custom Mobile Business App Development. Retrieved from http://www.formotus.com/14018/blog-mobility/figuring-the-costs-of-custom-mobile-business- app-development • Frederiksen, L. (2016, April 12). What is the Cost of a Video Production for the Web. Retrieved from https://hingemarketing.com/blog/story/what-is-the-cost-of-video-production-for-the-web • Gaffney, D. (2015, August 13). Sydney’s cyclists twice as happy as other commuters: new research. Retrieved from http://sydney.edu.au/news-opinion/news/2015/08/13/sydney_s-cyclists-twice-as- happy-as-other-commuters--new-researc.html • Google ATAP. (n.d.). Introducing Project Jacquard. Retrieved from https://atap.google.com/jacquard/ • Gulrajani, I. (2013, June 23). The Hackathon Budget. Retrieved from https://medium.com/hackers- and-hacking/the-hackathon-budget-d636b5b2ed6c#.yvuds81my • Hairstyles On Point. (n.d.). 10 beard styles for ment. Retrieved from http://hairstyleonpoint.com/10- beard-styles-2015/7/ • Levis. (2013). Levis- Popular Tags. Retrieved from http://explore.levi.com/ • Nancy, B. (2015, August 10). Making Cycling Safe for Cyclists and Drivers. Retrieved from http://sciencenordic.com/making%C2%A0cycling%C2%A0safer%C2%A0for%C2%A0cyclists%C2% A0and%C2%A0drivers • Sandu, B. (n.d.). Levi’s Stylish Print Advertisements – 59 Prints. Retrieved from http://www.designyourway.net/blog/inspiration/levis-stylish-print-advertisements-59-prints/ • Standout.net. (n.d.). The History of Levi Jeans – Patent Number #139,121. Retrieved from https://www.stand-out.net/blog/levis-jeans-patent-number-139121/ • Swurv radio, O. (2015, April). @Levis Red Bandana. Retrieved from http://www.swurvradio.com/levi/
- 32. Citations and Sources: • Bimodal Forrest- Right Image • Bimodal Forrest- Left Image • Four Barrel Coffee Photo • GoProApp • Google Pixel, Home: A Guide to Google'sGear (photo) • Google Map San Francisco (screenshot) • Jubala CoffeeVideo Clip • StravaApp • Sufjan Stevens (screenshot) • Sufjan StevensTwitter • “Sunshine On My Back”. SingleTrack 2015. The National • “We Broke Free”. English Riviera 2011. Metronomy
- 33. ThankYou!
Editor's Notes
- Share of Voice for Vertical Wearable Tech system -defining what is “Vertical Wearable Tech System”- it is a family of wearable tech products and smart devices designed to work together and produced by the same company. For example, Fitbit is just Fitbit. It is a wearable that can interact with other smartphones, but Fitbit does not also make those smartphones. Apple is a whole system. They have iCloud, iTunes, Airbook, iMac, Apple Watch, iPhone, etc., and they all interact. For the “Share of Voice for Vertical Wearble Tech Systems” direct searches, using quotation marks, for Apple Watch 2 Wearable, Hexoskin Wearable and Project Jacquard Wearable were entered into the Google Search Engine. Results are: “Apple Watch 2 Wearable”- 5,750 results, 59.03% “Hexoskin Wearable”- 2,100 results, 21.56% “Project Jacquard Wearable”- 1,890 results, 19.40% Total: 9740 results.
- Without adding “Wearable” in the search term, a tremendous amount of of Apple retail and spam influences the search results. Results without the +Wearable term: Hexoskin- 74,200 results, 2.41% Project Jacquard 98,000, 3.18% Apple Watch 2 - 2,910,000 results, 94.41% Total: 3,082,200 results
- http://explore.levi.com/
- Google has recently released consumer products that are competing with Apple and Samsung. Pictured Here are Google Home, Google Cardboard, Chromecast, and Pixel. Other devices include Google Glass and Chromebook
- Google began as a search engine, expanded into a crowd-sourced map of the United states for directions and wayfinding and expanded into Google Earth. Google Maps evolved from incomplete map coverage and not always reliable directions to Global map coverage with satellite view or street view, and options to search nearby destinations and view other user’s photos.
- Add Current Video: Google is teaming up with Levi’s to differentiate their Wearable tech Apparel. They are in the race to be the first to render every surface a touch screen (or even simply an interactive screen via motion with Project Soli) a possibility. Apple is razor’s edge sophistication and innovation. Their collaborative products have reflected that (Apple Watch Nike, Apple Watch Hermes). Google has both been a product of geniuses and a product of the crowd. Google is for everybody because it is everybody. American-born denim, such as Levi’s, can also be considered for everybody by everybody, as jeans can represent a collective building of the American culture. (Add slides for Levi Share of Voice)
- -meticulous -despite an ever changing location or job, Forrest keeps a morning routine -His routine includes coffee from a small café, located nearby, or high end Japanese tea that he brews at home -He also snaps a 6:06 a.m. selfie, inspired from the work of Tehching Hsieh.
- Bimodal Forrest? Hipster have been around long enough that those in their thirties adopting the trend when it first made waves would be in their forties. At their core, hipster’s love craft and small-batch, but they may be willing to throwback to a vintage Levi’s. Their earnings as a more experienced/established individual make it more likely that they would be able to purchase a commuter jacket “off the rack” without having to financially aspire to it. Younger Hipsters in the first half to middle of their twenties would also appreciate the Google x Levi collaboration.
- *Not perfectly informed on this- When the phone is in “bike mode” preset apps and playlists will be activated and can be controlled from the sleeve of the jacket. An existing app such as GoPro or Strava can be integrated to automatically share videos or favorite routes. IN the case of Forrest’s 6:06 Selfie project, he might be inclined to film his route everyday 6 months to a year, and created a time-lapsed video.
- An app specifically developed by Google might look something similar to the GoPro app, but it would enable users to upload their videos to Google Maps, as well as Google+, Youtube, Facebook and Twitter. Those looking for a different experience using Google street view could opt for viewing a section of someone’s bike ride.
- As described on the Project Jacquard page, the conductive textile is meant to incorporate other electronics. A wearable tech hack-a-thon would remain true to Google’s brand image as being partially crowd-sourced, and would generate greater anticipation for the release of the jacket.
- To be honest, it’s a stretch to place Sufjan Stevens in the macro-influencer role for this type of campaign. He doesn’t have social media accounts per say, but he has an intensely loyal following that are social-media active. Other possible artists could be Ben Weaver who does tour by bike and plays more Folk-oriented music, or Black Keys who play alt. rock and would be more likely to ride motorcycles than bikes.
- “Yes it’s too good to be true. This is a fan-based twitter for good man Sufjan. We are taking care of it for him for a little while.” Even though it is stated not to be an official Sufjan Stevens page, (Asthmatic Kitty is the record label that Sufjan started with his stepfather) fans love Sufjan so much they will engage with the closest Sufjan Stevens social media semblance. He also does not have a Facebook page, however if searched, Facebook puts together a best-guess at what his profile page would resemble.
- https://www.theodysseyonline.com/5-stages-hackathon