501
The Task:
As Levi’s is celebrating their 150th anniversary of their 501 jeans on May 1st 2023, they are looking to amplify their experiential event with media that will help them reach new and younger consumers. Their experiential event consists of highlighting small local artists across 15 cities with the opportunity to have users vote for their favorite to get featured.
The How:
Amplify with the use of local influencers.
Brand Experience
Team Credits:
Lyss Tan
Roderic David
THE CONCEPT
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Brands that prioritize their societal values in an engaging manner resonate with Gen Z and Millennial's, empowering them to proudly display their online participation and excitement.
The Insight
Values: 60% Prioritize Diversity and Inclusion (DEI) affecting purchasing decision.
Crave: Authentic connections and experiences they could share/ show off online.
Gen Z (54%) and Millennial's (47%) prefer shopping in person, but with the digital experience added for a total immersive experience.
Research
Gen Z (18-24)
31M
Millennial's (25-34)
45M
Tech Savvy
Increasingly diverse
Lives mostly in urban cities
Behaviors
Target
Finances
Gen Z is in a transitionary period, some are living with parents, in college and/or starting their career, therefore they are not financially independent yet.
Millennial's are prioritizing their finances, as they look for a place to live, buy a vehicle and or get a new job or promotion.
Gen Z and Millennial's are purpose driven consumers who seek connections, experiences and brands that reflect their values of diversity, authenticity and affordability.
Levi’s Cool Factor:
Since WWII, the brand has partnered with celebrities and influencers to connect with young generations..
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Influencers
Influencer Power:
71% of consumers are more likely to purchase if recommended by an influencer.
Clothing and Apparel is the top 3rd category where influencers impact affects purchase likelihood.
Social Sharing:
+50% of Gen Z and Millennial consumers are looking to share experiences online (especially music festivals).
Influencers are key when it comes to Gen Z and Millennial's purchase decisions, event attendance and social sharing.
Fashion Trends
and Styles
Rising
Trends
Gen Z and Millennial's are spending on comfort clothing such as T-Shirts (68%), Jeans (57%), and Activewear (52%).
Levi's has a sustainable clothing collection made from recycled fabrics ready to purchase.
Shopping behaviors by gender, 2022
Gen Z and Millennial's have popularized affordable clothing stores such as Boohoo and Shein but they have also begun to call out fast fashion companies for their working conditions and contribution to climate change (60%).
Users are doing more research before purchasing their items. Women have shown to care more about product policies such as returns in their research while men are often swayed by offers and the correct seasonal messaging.
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Relevance
Gen Z and Millennial's are becoming more conscious consumers within the industry through what they wear and what they buy.
Levi’s Opportunities:
Levi’s stance on representation on diversity is not clear through its ads despite having some representation throughout.
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Relatability
Market Opportunities:
Experiences > Material Possessions: Combine in person shopping experiences with a digital element in order to provide an immersive experience.
Gen Z and Millennial's are the new audience of Music Festivals. They look for a more inclusive lineup and ways to support local and small artists they find online.
Consumers tend to look at social media (44%) to gather fashion inspiration.
Gen Z and Millennial's prioritize experiences that align with their values and self - representation.
THE MEDIA PLAN
IDENTIFY....
Media Objective
Amplify Levi’s experiential campaign amongst younger audiences.
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Communications Objective
Reconnect Levi’s youth, culture and interest to younger audiences; show potential shoppers Levi’s can be a platform for issues important to them.
Reach consumers through social and digital platforms with the use of trusted, authentic and ‘cool’ voices.
Media Strategy
CONNECTION....
Influencers: Leverages authentic voices that make sense to the brand and community.
Amplifying with Paid Social & Digital
Who: Target audience (gen z and millennial's) + Top 15 festival cities (18.9M)
Where: Meta, TikTok, Snapchat and YouTube + posts across Levi’s socials.
How: Boosting influencer posts to drive organic reach and engagement.
Users 2x more likely to discover more music
38% attended a live music event in 2023
Reels deliver 2x more impressions and 34% engagement rate
Reaching young adults: 75% of US Gen Z and Millennial's
+50% of Gen Z and Millennial users are on the platform.
Who: Local Musicians (Mid Growing Traction influencers) 1 musician per city.
Where: 15 Festival Cities.
How: Promoting the Stitch City Festival through short form content across TikTok, Instagram Reels, Stories, and YouTube Shorts. 1 video and 1 story post per creator.
Example
Influencer Selection
Eddie Zuko is known for his hip-hop, reggae alt latin genre combination.
229K Followers
215K Followers
31K Followers
Tyler Braden is known for his country music.
240K Followers
144K Followers
101K Followers
Younger Consumers have diverse music taste and while they don’t necessarily hate any genre of music, Pop, Rap/ Hip Hop, and R &B are their top 3 choices amongst 20 different genres.
Younger Consumers also feel that Pop, Rap/Hip Hop are the top 2 genres that best represent them.
Influencer strategy:
Choosing genres based on these categories would help choose our local artists across the 15 cities.
MEASUREMENT
Increase awareness of the brand experience through the use of influencer voices amongst Gen Z and Millennial consumers.
Media
Goal
Awareness
Influencers
Organic Reach and Views
Paid Social Amplifcation
Impressions, 3x Reach Frequency
Consideration
Likes, Shares, Clicks
Likes, Comments,
Shares, Video views,
Video Completion
KPI's
Likes, Comments, Shares,
Video views,
Video Completion
Brand lift studies, CPC, CPM, Site visit, Ticket sales, Voting entries
Stitch City Festival rocked! Found new faves & finally saw my local heroes live! Levi's collab with local artists for their 150th was awesome - community vibes all around! #StitchCityFestival #Levis150
Ethan Lewis
Las Vegas | Nevada