Levi’s Revel Campaign

I. OVERVIEW

1.About LEVI’S

The Levi’s brand was one of the fashion brand epitomize classic American style and be famous for its unique jeans. These products have become the most recognizable and imitated clothing in the world. Levi’s Revel was the biggest campaign of Levi’s which launching a new style jean.

2.About LEVI’S REVEL

This jean was defined as the perfect fit and revolution in shaping jeans with patent pending and liquid shaping technology. This perfect product shaped a beautiful silhouette with contour finishing and elongation seams.

3. Objective: To create an excitement around the brand by creating a strong product innovation platform called REVEL to increase the BRAND SALIENCE

4. Target Audience:

  1. Primary Audience: Female 25-35 (HCM/HN)
  2. Secondary Audience: Female 18 – 25

II. THE IDEA & STRATEGY FROM AGENCY

a) Concept: I’M A REVEL

b) Method:

  1. Photo Contest to create trial

               How: Organizing photo boots at 6 Levi’s stores. Creating awareness about this, calling girls to come and trying the Revel. Then they upload to microsite and call for voting.

               KPI: Photo entries.

  1. Xmas Promo to trigger sale

               How: The same idea with 1st method. The more people participate, the higher value consumer get. Consumers pay VND 500,000 to get up-to VND 1,5M shopping voucher.

               KPI: Number of participant

c) The process:

Step 1: Choose the communication channels

  • Display banner
  • Facebook ad
  • Online PR
  • Digital poster
  • Elevator LCD
  • Google ad
  • Activation

Step 2: I’m a Revel microsite

  • I’m Revel Photo Contest
  • Xmas Promo (groupon)

Step 3: Convert

  • Photo Entries
  • Participants of Groupon

d) Other achieved KPIs

III. THE RESULTS

1.Other achieved KPIs

2. Digital Communication

 

3.Digital Poster & LCD

 

 

4.Activities