Levi’s“Iconic Jeans for Iconic Times”

Ad Campaign

• 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

• 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

• Levi’s failed to recognize the premium jean market trend

• Forced into cost cutting

• Creation of signature line.

Levi’s Decline

Competition

• 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

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.

CURRENT TARGET MARKETSAge: 15-30Male & FemaleMiddle IncomeYoung Professionals

Age 30-50Male & FemaleBlue CollarBrand Loyal

VALUESTo clothe oneself means to put on something that symbolizes who you are.

Levi’s Current Target Market

Women and Men (80%, 20%)Age: 18-40 Income: Median

Hidden Qualities Authenticity

Emotional Benefits Self Expression Freedom & Independence

Suggested Market

Marketing Objective

● To increase closet share by targeting women

● Women’s products generate 20% of sales

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

Creative Strategy

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.

July

Outside lands

October February May

NYE Trip

Movers and Shakers

What Makes an Icon?

Where will you take your Levi’s?

Superbowl

Timeline

• $50M over a 12 month period

Budget

Media Buying

● Online Radio● Television● Magazines● Wallscapes● Billboards

Media Buying

● Communicate sales promotions● Extend frequency● Remind consumers of Levi’s iconic history

Media Objective

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

Television Objective: To target audiences through preferred TV shows

TV Schedule Green - Movers & Shakers

Blue - Iconic Jeans For Iconic Times

Purple - Where Will You Take Your Levi’s?

Objective: Use iconic magazines to enforce brand identity.

Magazines

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

Magazines

Levi’s U.S. Representation

Retail Stores, Outlets & Retail Partners

Billboards/Wallscapes

**(Sizes Are 14X48)**Illuminated Billboards

Objective: This is where Levi’s locations are concentrated.

Billboards based on high concentrations of stores.

Media Budget

21.3 Million7.4 Million

4 Million

7.5 Million

Total Media Budget: $41 Million

Levi’s Creative

Creative ObjectiveRemind consumers that Levi’s jeans are iconic by comparing events

throughout history where Levi’s made their mark.

Ad Slogan

Three Ad Sets“Movers and Shakers” “What makes an Icon?” “Where will you take

your Levi’s”

Ad Set #1 “Movers and Shakers”

Story Board

Magazine Ad

Billboard

Wallscape

Ad Set #2“What makes an Icon”

Story Board

Magazine Ad

Billboard Mockups

Wallscape

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

Story Board

Magazine Ad

Billboards

Wallscapes

Other Creative Assets

Display Ads

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

Sales Promo

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.

2nd Trimester What Makes an Icon?

Electronic and Social Media • Flash Sales: Black Friday, Cyber

Monday, and Pre Christmas

Memorabilia and Sweepstakes

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

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

Leather Patch Memorabilia2nd 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

Leather Patch Memorabilia

Gantt Chart

Sales Promotion Budget

Total $475,850.00

Social MediaMedians used: Facebook, Twitter, Instagram, YouTube, Bloggers, Email

Social Media ObjectiveTo 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.

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

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

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

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

National BloggersChiara Ferragni: The blonde Salad (LA based)3 Million Instagram Followers

Aimee Song: Song of Style (LA based)1.9 Million Instagram Followers28,000 subscribers on YouTube

Wendy Nguyen: Wendy’s Lookbook (LA based)600,000+ subscribers on YouTube

Google ● Continue to Utilize Google AdWords

● Retargeting Ads

Email ● Promotional advertisements

● Retargeting efforts

Social Media BudgetSocial Media ExpensesFacebook & Twitter: 2 millionInstagram: 1.5 millionYoutube: 1.2 millionNational Bloggers: 100,000Google: 2 millionTotal Expenses: 6.8 Million

Budget Breakdown

Questions?