#5. Levi Strauss Hong Kong
Levi Strauss Hong Kong kicked off a create-your-own-video campaign to
promote their TYPE 1 jeans, offering a prize for those who would answer, "How
bold are you?" They seeded unbranded viral videos at YouTube before the launch
and followed up with banners, a microsite, print ads and wireless ring tones.
Within 60 days, the videos were viewed more than 474,000 times on YouTube
alone, and marketshare for the jeans in Hong Kong jumped from 13% to 33%.
Client/company: Levi Strauss Hong Kong
Brand campaign was conducted for: Levi's Type 1 Campaign
Launch date of campaign: September 2006
Target audience/demographic: 15- to 20-year-olds
Drive sales for the new Levi's TYPE 1 jeans collection; increase awareness of
Levi's for the 14-24 age group; communicate the product's bold proposition (bold
cuts, stitching and riveted buttons); and connect with consumers.
Consumers told Levi's that boldness was defined as the ability to express
yourself and to choose what you want to do. It was about rebelling against
convention, but in ways that were safe and seen to be cool and fashionable.
Instead of dictating the meaning of bold, the strategy was to invite consumers to
define their own boldness. This was brought to life through the campaign "How
bold are you?" Everything is a choice. Levi's TYPE 1 invites people to express
their own boldness, in whatever choices they make, however they choose to
make them. This was delivered through a drive-to-Web campaign and promotion
to invite consumers to submit their own bold videos to win $5,000 in Levi's
The youthful target audiences in Hong Kong are extremely high Internet and
mobile users and read fashion and lifestyle media. They build online communities
and use the Web to interact with each other and for entertainment.
The drive-to-Web campaign extended across media with PR and word-of-mouth-
generating unbranded viral videos posted on YouTube before launch. This was
followed by a campaign inviting consumers to submit their bold videos to define
their own boldness with the chance to win $5,000 in Levi's coupons. This
campaign included banner ads, a promotional mini-site, eDM, print ads and
wireless content, including ring tones and wallpaper downloads via One2Free, a
mobile service provider.
Specific (Goal-Related) Campaign Results:
Two months after launch, the bold videos were viewed more than 474,000 times
on YouTube and the promotional mini-site. The campaign generated a 15%
increase in Levi's jeans sales compared to the same period in 2005. The TYPE 1
Jeans' market share more than doubled, from 13% to 33%. Top-of-mind brand
awareness improved by 24% among the target age group segment.
The PR value and media responses generated from this campaign really
surprises us compared to a normal TV campaign. It really hit our target
audiences and created connection with them. More importantly, we have
successfully upheld the brand leadership position and celebrated the brand
equity of originality.