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  • Levi's 501 Integrated Marketing Strategy: Team 6 January 14, 2011

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    Shifra Bhaviskar
    177 vizualizări26 pagini
    The document outlines Levi's 501 integrated marketing strategy to reintroduce the brand to potential customers aged 25-55. The campaign's themes are "The freedom of 5:01pm" and "It's who you are". A multi-channel approach includes a TV, print, outdoor, digital and social media campaign centered around the message of 5:01pm. Key goals are to increase Levi's market share among professionals by 3% and achieve a 5-7x return on investment.

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    The document outlines Levi's 501 integrated marketing strategy to reintroduce the brand to potential customers aged 25-55. The campaign's themes are "The freedom of 5:01pm" and "It's who you are". A multi-channel approach includes a TV, print, outdoor, digital and social media campaign centered around the message of 5:01pm. Key goals are to increase Levi's market share among professionals by 3% and achieve a 5-7x return on investment.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    177 vizualizări26 pagini

    Levi's 501 Integrated Marketing Strategy: Team 6 January 14, 2011

    Încărcat de

    Shifra Bhaviskar
    The document outlines Levi's 501 integrated marketing strategy to reintroduce the brand to potential customers aged 25-55. The campaign's themes are "The freedom of 5:01pm" and "It's who you are". A multi-channel approach includes a TV, print, outdoor, digital and social media campaign centered around the message of 5:01pm. Key goals are to increase Levi's market share among professionals by 3% and achieve a 5-7x return on investment.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 26

    Levis 501 Integrated Marketing Strategy

    Team 6 January 14, 2011

    Agenda
    Current Landscape Brand Concept Advertising Campaign Media Plan Key Performance Indicators
    2

    Levis IMC Brief


    Re-introduce the Levis 501 brand to potential customers and switchers Fill identified segment gap in jean market Increase penetration to drive sales to $216M 5x-7x ROI Levis brand image overshadowed by proliferation of jean choices among target market Levis is the brand for professionals (25-55 years old) to fit their style so they can be who they are 1. Be who you are 2. Support your other life, outside of work 3. Re-engage with consumers
    3

    Current Competitive Landscape


    High Fashion

    2. Levi s moves upward into this gap.

    Budget
    1. Levis currently is perceived here.

    Premium

    Low Fashion

    Organizing Concept
    Positioning Statement For the professional (25 to 55) who is more comfortable in his/her own skin, Levis is the brand of denim that fits your style because it suits the authentic you. Campaign Themes The freedom of 5:01pm Its who you are
    5

    Customer Inspiration Board

    Integrated Marketing Approach


    Digital

    Radio

    Television

    1.73 Billion Impressions


    Outdoor
    NonTraditional
    7

    Print

    5:01 TV Campaign
    Copy: Its 5:01pm

    5:01 TV Campaign

    5:01 TV Campaign
    Copy: You Can be You Again

    10

    5:01 TV Campaign

    Copy: Levis. Its Who You Are

    Copy: 501 Original Jeans

    11

    5:01 TV Campaign: Seasonal Variations

    Objective: Associate the Levis 501 line with a social and active lifestyle so customers can be who they are

    12

    5:01 Print Campaign


    This is 5:00

    This is 5:01

    13

    5:01 Non-traditional Campaign


    Happy Hours
    Check-in at 5:01 on FourSquare in your city to find the Levis sponsored Happy Hour.

    Outdoor Displays
    Airplane Times Square Local Landmarks

    14

    Radio and Building Campaigns

    15

    5:01 Social Media Campaign

    5:01pm check-in

    5:01pm flash mob

    5:01pm photo/video activities

    Objective: Increase engagement and drive conversation with and among the 501 community

    16

    5:01 Digital Plan

    Objective: Motivate user generated content to validate the brand through word of mouth advertising
    17

    5:01 Media Plan


    Vehicle Q1 Q2 Q3 Q4 % of Spend Total Spend

    Television Digital Non Traditional Print Outdoor Radio

    48.7% 32.6% 1.2% 7.4% 6.7% 3.5%

    $14,292,160 $5,256,077 $1,010,000 $8,070,600 $662,676 $657,997

    Total Budget $29,949,511

    Advertising Intensity Light Moderate Heavy

    18

    5:01 Success Indicators


    Business Metrics Penetration in 25-55 year old market: 3% share increase 501 Sales: 5x-7x ROI Media Impressions: 1.5B Social Media Facebook Friends: 100K new likes Video Uploads: 1,000 YouTube submissions FourSquare Check-ins: avg. 100/daily Tweet Mentions: avg. 100/daily
    19

    5:01 Next Steps


    Agency Contract
    Agreed upon performance-laden incentive

    Producing Ad Copies
    Create multiple production ads with the 5:01 theme

    20

    The End

    21

    Appendix

    22

    Levis 501 Task & Tool Grid


    Goal
    Programs
    TV Levis is the brand for professionals (25-55 years old) to fit their style so they can be who they are
    Advertising CP / Event Marketing POS Digital PR Sponsorship Partnerships

    5.01K race

    1. Be who you are

    Print

    POS Displays

    Levis.com Facebook Twitter

    Happy Hours

    2. Support your other life outside of work

    TV Print Billboard National Radio TV Print

    5.01K race 5.01 Activity Events

    POS Displays

    Facebook Twitter Levis.com YouTube

    National & local media outreach Twitter Flash Mob

    Happy Hours

    JetBlue The Office HBO

    POS Displays

    Paid Search

    3. Re-engage with consumers

    Billboards National Radio Product Placement

    23

    Media Vehicles

    24

    Media Plan Specifics

    25

    Media Metrics

    26

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