BRAND TRACK: LEVI’S INDIA

Introduction:
Levi Strauss & Co. is a privately held American clothing company known
worldwide for its Levi’s brand of denim jeans. Levi's has been worn by people
from all walks of life, from miners to Nobel Prize recipients including Albert
Einstein himself, whose famous leather jacket was made by Levi Strauss & Co in
the 1930s. The adult denim jeans are identifiable by trademarked three-digit
style numbers. 501s are available in styles for both men and women, the rest of
the 500 series are marketed for men and the 300, 400, 700, and 800 series for
women, with the exception of 751s which are classic straight zip fly jeans.

Social Media Presence:

: 25,802,381 likes
25,782,755 followers
: 331k followers
1,014 posts

: 19.1k followers
857 likes and 1476 tweets (Inactive since Nov ’17)

Content and Brand Tone across Facebook and Instagram

The content which Levi’s posts is the same across Facebook and Instagram while
it’s Twitter handle has been inactive since Nov ’17. The frequency of posting is
1 or 2 posts everyday with specific focus on product branding with #LiveinLevis
accompanied at the end of each post.
 The recent collaboration, Justin Timberlake x Levi’s is being circulated across
the social media platforms which has certainly caught the eye of certain Lifestyle
magazines such as GQ.

The brand also drives its product branding by re-blogging or reposting the Levi’s
specific content shared by fashion bloggers and influencers such as @aanamc
(Aanam Chashmawala).
Product branding is also driven by how Levi’s focuses its visual content on how
it’s range of apparel can be styled in different ways such as how to cuff your
jeans with a specific pair of sneakers.

Levi’s is also focusing on driving it’s online sales by actively mentioning website
links from where you can buy its exclusive range of apparel such as white tab
chinos or sportswear range.

With content being same across the social media platforms, Levi’s is actively
focusing on product branding with the #LiveinLevis garnering 296k posts on
Instagram.
Brand Tone
With content being the same across Facebook and Instagram the brand tone
also resonates the same on both Facebook and Instagram. The tone of the brand
is breezy, light and relates to the millennials who are primarily the target
audience for the brand.
The visual content of the brand also features the millennials and thereby is in
line with the captions which accompany every post.
Engagement Numbers on Facebook:
Using Likealyzer Levi’s India page was analysed where Likealyzer noted that page
is doing alright but there is room to improve. The page doesn’t interact or like
any other brand pages thus interaction levels are low with fellow competitors.

Engagement is 55 percent which is not bad there is always room for

improvement. The engagement rate is 1 percent which is obtained by dividing
page likes by people talking about this (PTAT)
Page Likes: 25,802,381
PTAT: 210,354
The response rates are fantastic and have been graded at 100 percent. This is
primarily due to the fact that users can post which allows the brand to interact
with its fans.

The content mix is excellent with 64 percent of posts being photos and 36
percent being videos. With 1.1 posts per day and average post length of 201
characters the activity rate is healthy at 67 percent but leaves followers desiring
for more.
Reactions and Responses:
The reactions to the branding done on social media by Levi’s are positive and
echo with consumer sentiments and get validation from their target audience.
The general response by the TG is how much they love Levi’s products. Such
response is usually accompanied with emojis.
Second most general response is enquiring about the product’s availability, it’s
price and other information with regards to the product. Levi’s duly responds in
time to such enquires increasing its interaction with the consumers and
moreover increasing its own chances of selling the product to consumers.
Majority of reactions and responses are on Instagram rather than Facebook.
But not to mention, Levi’s India on Facebook also allows for users or prospects
to ask a pre-defined set of questions on messenger. From availability of items to
prices to asking for recommendations, Levi’s India again scores high on
responsive quotient.

There is also a call to action button for TG or prospects or page followers to shop
from Facebook’s online store. The products have been categorised in two
divisions: Featured (new arrivals) and all products. This again re-affirms the fact
that Levi’s is dedicating its efforts on product branding and driving its online
sales at the same time.
Collaborations with Indian Female Celebrities
Levi’s India came out with a fantastic campaign #IShapeMyWorld to celebrate
Women’s Day. They brought in women from all walks of life: Hard Kaur: Rapper;
Jwala Gutta: India Badminton Player; Singh Sisters: Indian Basketball Players.
The campaign is driven by the insight that the world still tries to supress women
from realising their potential and that the ceiling is still beyond their reach.

The campaign was driven by creating video content based on how these women
despite all the odds, have achieved in life and lived life on their terms. The videos
were shared across all the social media platforms. The anthem has raked in 1.4m
views on YouTube as compared to 6.4k views it received during its 3rd season.

The brand also urged its consumers to share their own stories using
#IShapeMyWorld which has garnered 1,637 posts across Instagram.

The videos posted by Levi’s during its recent most campaign have garnered
8,49,900 views across Instagram featuring Hard Kaur, Jwala Gutta, Singh Sisters
and Aditi Singh Sharma. On Facebook, similar videos have been viewed
19,59,000 times
Previously this campaign has been featured Swara Bhaskar, Illeana D’Cruz,
Sapna Bhavnani and Mallika Dua also.
Influencer Engagement Activities

Levi’s often collaborates with influencers of all kinds. From fashion bloggers,
musicians to actors everyone flaunts Levi’s accompanied by #LiveinLevis.

Their recent most collaboration to design a whole new collection with Justin
Timberlake has been well received in Fashion and Lifestyle circles and has been
frequently posted by Levi’s with a view to do product branding.

Apart from collaborations with celebs, Levi’s also reposts content from fashion
and lifestyle bloggers. An example of the same has been mentioned at the
start. (Aanam Chashmawala).
Levi’s Lounge: Mumbai’s new cultural hub
Levi’s has come up with a cultural space that’ll be home to cultural, musical
and lifestyle findings and events in the city.

Called Levi’s Lounge, the space is a concept that originated in the US in 2016
and has now made its way to Mumbai. Being one of the few brands
spearheading the cultural movement in the advertising space, numerous
comedy and music gigs that have already taken place at the venue. The space
has an easy-going vibe and welcomes you with cosy couches, bright lights and
wooden decor.
Inactive Twitter Profile

Following are the reasons for lack of Twitter presence of Levi’s India:
1. Influencers are more inclined to use Instagram and Facebook rather than
Twitter.

2. The TG, i.e. millennials who belong to upper middle class and are fashion
conscious are more active on other social media platforms.

3. If we look at the last few activities of the brand, it’s just been retweeting
other tweets, which can be due to lack of twitter specific content.

Outcome
The outcome of their social media activities mainly to increase their brand
awareness with special focus on recent collaboration with Justin Timberlake x
Levi’s collection.

#LiveinLevis is wildly popular hashtag and has been well received by

influencers and the TG as evidenced by close to 300k posts on Instagram.

Several posts on Instagram and Facebook also press the TG to shop online with
a call to action button on Facebook and Insta bios as well.