DIGITAL CAMPAIGN

PLANNING

GROUP 1

Aditya Sethia | Ashit Sharma | Harsh Shah | Jayesh

Gavande | Pranitha Balasubramaniam | Sarvesh
Bijumani | Shormee Mukherjee
MARKETING PROBLEM COMMUNICATION PROBLEM

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Category Trends
Blurring lines between
fashion & functionality
- Consumers today seek
comfortable and durable
casuals (as can be
inferred from rising
adoption of ‘athleisure’
for varied occasions).
Denim brands have
increasingly started
focusing on merging
durability and style in
order to increase the
Denims for workplace - Relaxation of dress codes at functional appeal of
work places (especially startups) has given rise to denims to tap into this
young working professionals don’t mind wearing rising consumer need
denims to office on a regular basis
Category Trends
Personalisation -
Millennials desire
customisation in almost
every category today.
Though customisation is
still at nascent stage
when it comes to
denims (Levis is one of
the few brands which
allowed customers to
design their own pair of
jeans) but industry
Sustainability: A fashion statement - Sustainability experts feel that this
is a hot topic that is taking in many forms especially in trend will get stronger in
the apparel category. Brands like Killer Jeans and future.
H&M have taken active measures towards creating
more sustainable apparel solutions by using less water
and 100% cotton.
 Consumer Personas

Trendy Apeksha, 24 Corporate Ankit, 29 Utilitarian Vandana, 32,

● Extremely conscious of her social
image
● Experimental with lifestyle
consumption choices (apparel,
music, food etc.)
● Follows fashion influencers
● Techie at a product based ● Young working mother
startup ● Wellness enthusiast
● Price insensitive but highly ● Hangs out with her girl gang
brand conscious on weekends
● Time strapped ● Not very experimental & is a
brand loyalist

Pain Constantly seeks new trends Pain Needs comfortable & trendy Pain Feels that most brands focus on
point to retain social currency point clothes to break the monotony point newer trends but for her, comfort
of office formals wear & quality hold higher priority

Interests Interests
Interests
Consumer Journey

AWARENESS CONSIDERATION PURCHASE ADVOCACY

- Hear about the brand from
friends/family
USER ACTION - See the brand online or offline
(newspapers, magazines, OTH,
TVC, Store Window displays etc)
- Compare and evaluate - Compare styles/cut - Suggest the brand to
alternatives - Compare prices/offers friends/family
- Try different brands/styles - Make the Purchase - Repeat Purchase
- Ask friends/family/internet for - Share experience
reviews

- Too many options available (both - “The jeans look and feel a certain -Seek convenient and quick - The category is influenced
BARRIERS/ brands and cuts/styles) way in the trial room, but when you shopping experience as they are heavily by recommendations made
wear them everyday, it sometimes time strapped- by relatives/friends as well as
OPPORTUNITI does not satisfy the needs” influencers (both macro and micro)
ES - Don’t fit well enough

- WOM - Store Visits - Levis’ Store - Repurchase

-Organic Research -Ecommerce Platforms - Clothing chains carrying Levis -WOM
TOUCHPOINTS -Search Ads -Customer Reviews -Ecommerce Platforms -Social Media
-Social Media Posts -In store Trials -Levis’ D2C site -Engagement with Brand
-Media Coverage

CHANNELS
 Communication Theme
Gives you
confidence to
seek your unique Functional Benefits Emotional Benefits
adventure
Well made jeans that allow Individualism and the ability to
rugged use and free movement explore without fear or
Freedom of movement

consciousness
Quality Jeans provide style and
Quality Denim,

Wide range of
styles and fits
Global styles

comfort for many body types Freedom and self assured

confidence to go out into the
Wide range of global Styles
world and make a statement
accessible in India

The pair of jeans you can rely

on - will not let you down - the
jeans that know you best
Core Values
Stylish comfort & maximum reliability Communication Theme
Trusted for every adventure
Authenticity + Innovation
Campaign Channels
 Instagram
Instagram is one of the most prominent channels to reach out to the most relevant and trendy
audiences for our product.
Instagram is adding more consumers on a daily basis. It also is a great medium for retargeting
and understanding our segment. Instagram is also the most updated media platform for trends

Tie Ups with Influencers

We will tie up with fashion influencers and celebrities to show their trendy sides while being cool
and adventurous to promote our SS21 collection. Influencers like Milind Soman, Siddharth
Chaturvedi, Ashna Shroff can use the hashtags #trustedadventurepartner, #trustlevis
#adventureislevis etc.

Location Based Targeting

We will target certain geographies for most relevant ads for these TG

Key Metrics: Reach and Engagement on Stories and Posts

 Facebook
Levi’s India does not have a dedicated Facebook Page but Levi’s has a page that has 26M
likes
Facebook helps in reaching to our exact audience and also in advertising according to the
interest and behaviour. It aids in building the customer perception and marketing for Levis’
youthful, fashionable and innovative designs.

Campaign on new launches of Spring Summer Collection 2021 with coll, trendy and
rugged denim looks, the same would push people to buy from the listed collection on
Facebook.

Pushing of content on the platform with an addition of some influencers selecting their
favourite pair of jeans and heading for an adventure of their choice.

Key Metric: reach, Link Click, Cost per Link Click. Engagement
 Search and Display Ads
GDN is the best platform to measure intent. The TG when searches for Jeans, trendy
clothes or adventure, your name should be on top of the SERP.

According to a Google Economic Impact Report, advertisers on average make $2 for every
1$ spent on it. The display ads use a push approach, while search ads use a pull
approach. The CTA for both the ads will be to redirect the TG to our website.
Search Ads: We will make different ad groups and use Broad match keywords for classic
jeans, Comfort wear jeans, Fashionable jeans, innovative jeans, adventure related
keywords etc.
Display ads: These will be shown when they are surfing across sites as to how to
increase your social capital, or watching videos related to adventure, status symbol.

Key Metric: Impressions, Reach, CTR, Bounce Rate, Conversions

 Youtube
Levi’s India has 56.3k subscribers.
At the same time, over 2 million people on an average watch Levi’s India’s videos.

The campaign would begin with some influencers for spearheading the campaign initially
talking about their experiences with adventures in life and how Levi’s was a key part of
those adventures.

We run Levis ad on Youtube leveraging the skip button, where the ads show the
consistency of Levis jeans while the adventure activity in the background continuously
changes and before 5 seconds the message we sent across is that Levi’s is your trusted
partner in all your adventures. The consumers will be able to visit our website upon
clicking the ad

Key Metric: CPV, CTR

 OTT and Music Streaming
We can set up skippable/non-skippable ads on major OTT platforms like Amazon Prime,
Hotstar, Zee 5, Sony Liv etc to reach out to the youth of the country. Upon clicking, they
will be redirected the social media pages of Levis where they can check out the latest
collection.
The content will be focussed on adventure and how Levi's is synonymous to adventure

On-demand music providers like Spotify and Apple Music can serve up playlists
celebrating the ‘free spirit and adventure’ of the people who wear Levis. A playlist of
‘classics’ can also be curated for such platforms which can feature on soundtracks of
popular web series as well.

Key Metrics: CTR, CPV

 Media Strategy
PAID
● YouTube Bumper Ads
● Non-skippable ads on music
streaming platforms
● Sponsored content on
fashion & beauty platforms
like MensXP, StyleCraze,
PopXo etc.
● Paid instagram & Google ads
● Skippable & non skippable
ads on OTT & music
streaming platforms
OWNED
● ‘Real consumer stories’ based videos
on Website, social media handles etc.
● Short form content : Styling hacks
from top fashion influencers through
short duration videos on Brand’s
YouTube channel
● Website Landing Page Videos
highlighting uniqueness of Levi’s
subbrands
Denizen (Bold & Cool)
Signature (Everyday Fashionable)
● Long form content: Fashion blogs,
webinars etc. on brand’s website
EARNED
● User Generated Content
on Social media
● Mentions in popular
fashion blogs, websites,
channels etc.
● Influencer marketing
(top fashion bloggers like
Siddharth Chaturvedi,
Ashna Shroff, Milind
Soman) as our target
consumer follows these
key opinion leaders
Week- Wise Road Map
MEDIA SPEND
Total Media Spend= 0.51 Million USD

PLATFORM GOAL Allocation

Instagram Drive Awareness, Loyalty and Purchase 20%
E-Commerce Drive Purchase 20%
Search and Display Drive Purchase 17%
Facebook Drive Awareness, Lead Generation and Purchases 18%
Youtube Drive Awareness 15%
OTT Drive Awareness 10%
MEDIA SPEND
Total Media Spend= 0.51 Million USD