Levi’s Europe “Girls Only” Background Levi’s® wanted to redress the balance of perception away from Levi’s ® as a being primarily a male brand, and present Levi's® as a credible contemporary brand for 1524 girls. Because of the nature of the TV led ABL executions, there was also a need to balance the offline awareness communication by providing depth and engagement. Brief Create a compelling contentled programme that entertains and informs as well as encouraging registration and repeat visits. Approach Researched core targets attitudes and behaviour, the competitive environment, interviewing fashion journalists, trend writers, PR specialists, and Levi’s® staff, and discovered: –Information seekers not ‘timewasters’ usability matters –Had a passion for fashion can be a central interest for this group –A real interest in the brand and its advertising they seek out factual and visual product insights and detailed information –Regular updating a requirement fashion market fastchanging by definition –Buyers of print magazines about fashion –Eager to interact, to use their own creativity, and to be listened to Levi’s Europe “Girls Only” Styles Explained Styles explainedLevi’s Europe “Girls Only” Fit GuideLevi’s Europe “Girls Only” ABL support QuizLevi’s Europe “Girls Only” ABL support: ‘Most Wanted’Levi’s Europe “Girls Only” Tattomatic CompetitionLevi’s Europe “Girls Only” Tattoomatic Voting and GalleryLevi’s Europe “Girls Only” Must HavesLevi’s Europe “Girls Only” Feedback FeedbackLevi’s Europe Girls Only / new look: ”Pointless Poll” Feedback
Soyez le premier à déposer un commentaire !
Vous aimerez aussi