Levis 501 Integrated Marketing Strategy
Team 6 January 14, 2011
Agenda
Current Landscape Brand Concept Advertising Campaign Media Plan Key Performance Indicators
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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
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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
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Customer Inspiration Board
Integrated Marketing Approach
Digital
Radio
Television
1.73 Billion Impressions
Outdoor
NonTraditional
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Print
5:01 TV Campaign
Copy: Its 5:01pm
5:01 TV Campaign
5:01 TV Campaign
Copy: You Can be You Again
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5:01 TV Campaign
Copy: Levis. Its Who You Are
Copy: 501 Original Jeans
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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
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5:01 Print Campaign
This is 5:00
This is 5:01
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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
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Radio and Building Campaigns
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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
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5:01 Digital Plan
Objective: Motivate user generated content to validate the brand through word of mouth advertising
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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
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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
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5:01 Next Steps
Agency Contract
Agreed upon performance-laden incentive
Producing Ad Copies
Create multiple production ads with the 5:01 theme
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The End
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Appendix
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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
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Media Vehicles
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Media Plan Specifics
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Media Metrics
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