CAMPAIGN CASE STUDY: LEVI’S

© 2010 LISA WONG | TWITTER: @UPSCALE

EVENTS, ARGs & NEW MEDIA

© 2010 LISA WONG | TWITTER: @UPSCALE

LEVI’S CAMPAIGN BRAND VALUES

+ Pioneers / pioneering

+ Work / workers / working

+ America / American / Americana / Frontier

+ Equality

+ Freedom / free

+ Youth

+ + Revolutionary / revolution

+ Independence / strength / empower

}GO FORTH

© 2010 LISA WONG | TWITTER: @UPSCALE

http://ow.ly/2Bxrk

ALTERNATE REALITY GAME: FORTUNE

1. ONLINE 2. ONLINE & REAL WORLD 3. REAL WORLD EVENTS & BACK TO ONLINE

© 2010 LISA WONG | TWITTER: @UPSCALE

NEW MEDIA: BRADDOCK, PA

MINI DOCUMENTARIES

+ “We are all workers.”

+ Steel town

+ Highlights urban affairs (social good)

+ Creates soft, philanthropic side

+ Content creation

© 2010 LISA WONG | TWITTER: @UPSCALE

MINUS (-)

+ Ad Age: “too cleverly manufactured”

+ Braddock, PA? Levi’s = no US factories

+ Confusion of taglines: “Go Forth!,” “We

are all workers,” “O’Pioneer!”

+ Critics: “loose brand connection”

OPPORTUNITIESOPPORTUNITIES

+ Great mediums, but content marketing

could have be better - too “advertisey”

CAMPAIGN RESULTS: + / -

© 2010 LISA WONG | TWITTER: @UPSCALE

REFERENCES & LINKS

© 2010 LISA WONG | TWITTER: @UPSCALE