May 20, 2015
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