TEST Levi\'s - CASE STUDY PDF

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How Levi’s Integrated Instagram in its Cross-Media #Commuter Campaign For the launch of its 2013 cycling line of clothes Commuter, Levi’s partnered with digital creative agency Instrument to craft a multi-channel campaign focusing on storytelling. Jake Szymanski, Strategist at Instrument, has the story. Historically, Levi’s had been promoting its Commuter collection through model photos, on their website and promotional clips. But this year, the denim and apparel brand decided to seize the opportunity to innovate with new and diverse content forms. In order to do so, Instrument conceived and managed a partnership between Levi’s and VSCO, creators of the VSCO Cam photo-editing app that has been gaining popularity throughout 2013. The partnership with VSCO and their network of photographers resulted in very high level of engagement with the campaign. Levi’s wanted to elevate the Commuter collection from its focus on the core cycling community to the broader work force of today; a group Instrument and Levi’s refer to as The Creative Class. Since the collection is designed for young creatives and makers who commute by bike regardless of the weather or hour of day, mobile-first social networks stood out as the logical outlet to extend the campaign. To support the story with more detail, Instrument created a series of documentary-style films for the Levi’s YouTube channel. Furthermore, with its young and active community, Instagram was an excellent fit for the bike-themed campaign. Instrument gave posts on Instagram a higher priority than Facebook and Twitter, as engagement rate was higher. Instrument, VSCO and Levi’s collaborated to create a collection of authentic photo stories with photographers across America’s major cycling cities. The creativity and community VSCO brought to the campaign was a major factor in the success of the content. VSCO created the first custom, branded Preset Pack for Levi’s Commuter and facilitated the collaboration with their network of mobile photographers. Each photographer captured and shared their own Commuter photo stories; both on their Instagram account and VSCO Grid. VSCO then curated a custom Levi’s Grid that showcased stories from collaborating photographers in each city and the best submissions from consumers participating with the campaign. Levi’s has tracked Engagement Rate across all of their social media channels as a leading KPI. Measuring metrics on Instagram was no different. Along with Engagement Rate, Instrument and Levi’s measured Total Engagements, audience growth and potential impressions to better appreciate the campaign’s impact. Total Engagements (Likes + Comments on a post) is the one metric that managers look at, as they’re often used to tracking it for their brand account. But as Szymanski points out, participants to a campaign have varying numbers of followers, witch directly impacts the total engagements they’ll receive. For this reason, he highlighted the importance of measuring Engagement Rate (total engagement / author’s following) to access the posts’ inherent quality. Source: Thibaut Davoult, http://nitrogr.am/blog/levis-commuter-instagram-campaign/, date accessed: 16th March 2019 QUESTION 1 & 2 ARE BASED ON THE ABOVE CASE STUDY QUESTION 1 Describe the strategies that were adopted by Levi’s to innovate its storytelling promotional campaign for its Commuter product line. (10 marks) QUESTION 2 Explain how the partnership with VSCO has brought strategic values to the campaign. (5 marks)

QUESTION 3 (NOT BASED ON THE ABOVE CASE STUDY) Affiliate marketing can be an amazing sales channel for an online retailer. Explain any five (5) advantages of using affiliate marketing. (15 marks)...