Case Analysis: How Levi's Can Play With New Media Marketing

Traditional media channels are beginning to weaken. At the beginning of this year, Haier stopped the traditional channel media advertising campaign, which had caused an uproar in the traditional media, and had to admit that more and more retail outlets. brand The marketing position has been transferred to the new media. The three articles of the retail brand new media marketing case, selected three cases, one by one for analysis, namely: Levi's's "live interest", Brandy Melville's homing strategy, new brun's "ingenuity". These three marketing cases have been widely concerned and actively spread by consumers. At the same time, the three have some common points.

Levi's -- live interesting

Keywords: Video Star storefront, consumer participation, online activity

As a fashionable Cowboy brand, Levi's was once the first choice brand for teenage jeans. However, with the invasion of fast fashion brands such as UNIQLO, Levi's was once in the doldrums of sales in China. However, Levi's is trying to seize the opportunity of new media marketing and make a beautiful turn through the new media platform.

Case summary: in July of this year, Levi's launched a global promotion campaign. "Live in Levi s s" was launched, inspired by millions of stories that consumers wear in Levi's. The whole activity covers digital, social platforms, TV, cinemas, print media, mobile media and store experience all over the world. Through real life and virtual activities, it deeply contacts and stimulates the participation of consumers. By shooting short videos, looking around the world, choosing Levi's's different consumer groups, wearing scenes on different occasions to show Levi's's brand characteristics, and then jumping, tumbling, running and other actions to highlight products. Characteristic 。

In mainland China, the slogan is "wear it and live it up", and invite star Shawn Yue and singer AI Fei to be the spokesperson for the autumn and winter seasons. The two show their spirit in the catalog, and highlight the characteristics of the products in autumn and winter.

In addition to video recording and dissemination, there are also stories to share. Consumers across the world can share stories in their eyes and live with Levi's through the platform of Levi's. As an event organizer, Levi's launched a story about artists who live in circles such as singers, fashion designers, fashion editors, photographers, and Chaozhou people.

Retail language: Levi's's life is interesting. It is a large-scale marketing activity all over the world. In addition to the spread of new media, Levi's also put advertisements in traditional media and promoted activities under offline stores, so that the whole activity can be spread more widely. activity The theme and later dissemination, including the story collection, are very characteristic of the new media.

Video topics are close to consumers. Levi's's video shooting is a selection of scenes that are closely related to the daily life of consumers. Advertising films in traditional media mainly focus on brand stories and product stories. The main keynote is always like this: "this is a brand with many years of history, how superior the product quality, and how powerful the product innovation ability is." Such advertisements are often perceived to be very high-end at the beginning, but in the actual communication process, they can not arouse consumers' sympathy and feelings. More importantly, the brand is talking about themselves, has nothing to do with consumers, and consumers have no sense of participation (of course, before the development of new media, consumers do not spontaneously forward channels, so the brand does not pay attention to this aspect is also justifiable). But this time, Levi's is interested in the video. It does not deliberately say the brand, and does not deliberately say the product. But through several different groups in different parts of the world, wearing the Levi's product lens shows the brand characteristics and product characteristics perfectly, and more importantly, let the consumers feel that this is closely related to themselves. Each occasion may be that every consumer needs to wear Levi's's occasions, running, jumping, washing and so on are also consumers' daily routine.

Give play to the role of celebrities, experts and leaders. With the rise of new media, opinion leaders have become a new term. Opinion leaders often refer to a group of social activists who provide information for others while influencing others. Modern people are increasingly seeking individuality, so the role of opinion leaders of celebrities, daring people and Chaozhou people has immeasurable guiding value for today's consumers. In the eyes of consumers, this is a group of people with unique tastes. They have a reference value for the understanding of fashion and fashion. So now more and more retail brands like to use the concept of star money to promote sales. This time, Levi's has been interested in activities. In the mainland's video shooting, stars and singers have been launched. When they tell you the story between you and Levi's, or when you tell them to live a funny story, they use the strength of many fashion leaders, fashion editors and other opinion leaders.

Traditional channel aided propaganda. Many people feel that marketing plays a good role in playing the new media, so they often neglect the value and power of traditional channels. But even strength is valuable. The promotional effect of Levi's's activities in stores all over the world is immeasurable. Of course, through the advertising of some traditional media, this activity can also be disseminated to the greatest extent.

In the final analysis, the new media is to use the Internet (new media) thinking, with its own resources, so that more consumers interact with themselves, thus forming a benign closed loop.