levis 1 final

7/29/2019 Levis 1 Final

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Integrated Marketing Communication

Plan



Marketing Objective

• Problem: Market share has fallen

because Levis is no longer considered a

fashion conscious brand has lost its

reputation for quality

• Goal:

• Re-establish image of quality and style

• Increase net sales by 5% in year 1



• 15-35 years old and men and women

• Not brand loyal

• Decision made point of sales

•Fashion, fit and price conscious

• Fashion is influenced by day-to-day life andis an personal expression

• Mainstream media, not early adopters,

average technology proficiency• Interest in American culture

• Inspired by counter-culture

Consumer Insights



John Wayne – 1920’s – 1950s



James Dean – 1950’s



Marilyn Monroe – 1940’s – 1960’s



Elvis Presley – 1950’s - 1970’s



Hippies – 1960’s and 1970’s



Bruce Springsteen – 1980’s



Kurt Cobain – Grunge Era – 1990’s



Kanye West – 2000s and beyond!



• To young, fashion conscious denim

consumers, Levi's is the brand of denim

jeans that offers quality authentic

American-styled Denim, because we've

consistently evolved our style with

America's culture for over 130 years.

Positioning Statement



“Find your blue” “Lost without levis” “Timeless”

Signature Levi’s celebrating a

collection of

individuality

Levi’s there throughout

history

Red, white, + Levi’s,

putting the blue in

America since 1873

Concept Subway with diverse

bunch with different

styles all wearing Levi’s.

Online style customizer

Social integration to

find “your blue”.

Major events in history,

iconic jean moments

with main charactersonly wearing their

underwear

Proving Levi’s has been

“cool” throughout

major moments inhistory

10 flash mobs in major

cities with QR codes

Top Gun

James Dean

Marilyn Monroe

Cowboys

Hippies

Combining traditional

media like TV

commercial with live

flash mobs and social

media

Three Concept Ideas



Red, White & Levis:

Putting the Blue in America since 1873

Recommended Creative

Concept: “Timeless”



Visual Inspiration

Desaturated Santa from Santa Conin New York City



Visual Inspiration

Fun City Flash Mobs



• 10 Flash Mobs with historical Levi’s

Characters:

• De-saturated except for Denim

• Other than on Denim, no Levi’s advertising

• QR codes to lead you to interactive digital

site that will be hub of campaign

TV Advertisement



Olympics 2012 American Music Awards

• Debuts montage ad

• Athletes wear Levi’s

• Athletes appear in

Flash Mob ad• Limited edition clothing

line

• Olympic themed digital

game

• Sponsor New Artist Award and

Lifetime Achievement Award

• Flash Mob Contest for tickets

•

Levi’s Timeless After-Party• Levi’s booth on Red Carpet

• Behind-the-scenes/backstage content

on Levi’s site

• Real time commenting/interaction

• Print ads features winners of

sponsored awards together

Focused Around Major Event

Sponsorships



Digital Functionality focused around

Summer Olympics 20121. See full length edited flash mob

2. Special longer length flash mob commercials

3. Behind the scenes of creating the de-saturated flash mobs, as wellas the video shoot with Olympians

4. Upload own videos of the flash mob events

5. Take raw footage and have a contest to edit your own commercial

— winner(s) get to go to the AMA’s

6. Day of Olympics opening ceremony place to discuss OpeningCeremony (think X-Factor with Pepsi) via Twitter/Facebook

Social Engagement



Digital Functionality focused around

American Music Awards1. 20% of the two awards will be weighted by at home votes

2. Place to put testimonials about who you want to win the

awards

• use these (edited testimonials) to introduce the nominees

during the awards show

• some winners will also get to attend to be live-bloggers at

event

3. Forum for live discussion day of via Facebook/Twitter4. Behind the scenes live streaming footage at the AMAs

• red carpet, back stage

Continuing Platform

Engagement



TV Print Sponsorships In-store

Event Outdoor Digital Other 1 minute spot

debuts at

Summer

Olympics Sports

Magazine U.S. Olympic

Team Big city store

events Billboard with

QR QR Codes lead to

webpage Wrapped

train/bus

30 second ad

to follow Men and

women's

wear AMA (sponsor

best new artist

& icon award) Dept. Stores Bus Station

with QR Engagement:

consumers upload

videos and vote

Entertain-

ment

City Specific

jeans

Facebook,

Twitter and

YouTube

integration

Campaign

signage

Media Plan



Media Timeline

Media: May June July August Sept Oct Nov Dec Jan Feb March Apri

Sponsorships OLYMPICS AMA

Flash Mobs 10 Flash Mobs

V Advertising 30 sec spot 30 sec spot

Print Sports Illustrated Traditional Print

In-store In-store Events

Outdoor Billboard

rain Wrap Train Wrap

Digital

ean Seasonality Back to School

Sets

Sales

Peak

Fall

off…

Xmas

sets in

Sales

Spikes

Sales

peak

Clearance

& Gift Card

Digital

Sales bottom

out Slow sales



Media Type Event Amount

Sponsorships Olympics 9,000,000

AMA Awards 1,444,240

Flash Mobs 220,000

TV Advertising Production & Testing 1,500,000

Olympics Spot 1,024,000

30 sec spot 11,599,760

(75 spots in Modern Family)

Print Summer in Sports 812,000Fall in traditional 1,050,000

Digital Website Build 1,000,000

Website Maintenance 500,000

Instore In-store Events 100,000

Outdoor 1,500,000

Train Wrap 250,000

TOTAL SPENDING 30,000,000

SURPLUS 0

Budget



• Sales: 5% sales increase, year over year

• Increase Consumer Attitude indices 25%

Measurement



Red, White & Levis:

Putting the Blue in American since 1873

Questions?

levis 1 final

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