The heyday of Levi’s-clad cowboys and hippies is, sadly, behind us. This is the period of yoga pants by day and studded designer denims by evening.
So, how does Levi Strauss & Co keep on high in a crowded and ever-changing attire market? It goes the place the expansion is.
The 166-year-old denim model’s focus: creating killer social video content material for worldwide markets, like India and China, and changing these new audiences into loyal shoppers.
No straightforward activity. Legacy manufacturers trying to join with new shoppers in the age of video are up towards so many smaller indie publishers that make it look straightforward. Brand content material groups, as an entire, are tasked with each competing for views towards native publishers and proving their on-line video efforts are value it in the primary place.
Levi’s manages this dilemma by creating issue-based content material that’s focused to a particular demographic, like India-based youth, or gross sales goal.
So, as a substitute of competing for each single eyeball, they’re competing for a really particular viewership. The denim model constantly scores among the many high 10 attire manufacturers on Tubular’s month-to-month world leaderboards relating to cross-platform video efficiency.
Whether you run a small or massive video arm, working to discover a foothold in the attire video area is value it. After all, attire and equipment content material is a scorching progress space.
In this class, cross-platform views have elevated by 13% and engagements by a whopping 19% in 2019, in comparison with the yr prior, in response to Tubular information. And the viewers is big throughout. Fashion and elegance content material creators reached 830M distinctive viewers worldwide in a single month final December.
Read on for a take a look at how increasing into APAC is completed, Levi’s type.
Levi’s Draws on Core Brand Identity To Electrify Content
Apparel corporations aren’t simply promoting garments, they’re promoting a way of life. The winners in the consumer-fashion area are utilizing video as a automobile to amplify the human component.
People and lifestyle-themed attire model content material that runs at the very least a minute lengthy scored larger common 30-day views (V30) in the final yr than content material about trend alone.
(Note, these classes should not mutually unique, so one video may very well be in each). If we drill down additional, it’s content material about ladies’s tradition that really dominates.
To encourage its way of life content material, Levi’s has a protracted historical past to attract from. A pair of Levi’s has lengthy represented greater than denims itself.
During the Cold War, the denims had been worn by younger folks as an act of protest. And in response to the corporate’s CEO Chip Bergh, it was even a type of forex behind Iron Curtain. As Levi’s reaches new audiences with this yr’s campaigns, it’s drawing on what it’s all the time stood for: self-expression towards all odds.
“Levi’s brand and product are rooted in authenticity and originality. The brand is a celebration of democratic and inclusive ideals,” mentioned Jennifer Sey, Levi’s SVP and Chief Marketing Officer, in Retail Dive.
“We have always been a brand that connects people. Cool city kids, hipsters, people from the heartland, moms in the suburbs. They all wear Levi’s and they all wear them their own way.”
As manufacturers develop into APAC and LATAM, content material strategists and creators should trumpet themes that resonate in these areas, all of the whereas staying true to their model’s core rules. This requires that good steadiness between broadness and specificity.
And relating to changing views into gross sales, content material groups profit from innovation. It serves as a sort of wind at their again, whether or not or not it’s full-scale product growth or perhaps a new twist on a beloved product (churro-flavored Oreos, anybody?).
In latest years, Levi’s has targeted on growing each sturdy content material and merchandise, a symbiosis of impactful video campaigns and denim innovation. (Speaking of, ever worn a pair of temperature controlled-jeans? Pretty groovy.)
Read on for a way this has performed out in particular Levi’s campaigns.
Levi’s Call for Inclusivity and Equality
In 1990, being horny in an commercial was a political gesture. Case in level: Brad Pitt’s 1990 Levi’s advert look (earlier than he was well-known). Brad Pitt should still look the identical, however relating to social points, occasions have positively modified.
Today, Levi’s campaigns are various; they’re in a number of languages they usually name for inclusivity and equality. Many hyperlink to a particular motion you possibly can take or recommendation you possibly can observe to raised your life.
This technique boomed in 2017 when the model launched “Circles,” an advert that celebrates a world linked by music. The advert is among the many model’s most-viewed and engaged content material ever, with all variations on YouTube pulling in 82.3M views and 48.8K engagements and 29.5M views and 380Ok engagements on Facebook.
The advert resonated particularly nicely on Levi’s India creator channel. Why? Because it serves as a unifier in a politically-divisive time. “Rich, poor, straight, let’s live how we dance,” the advert mentioned.
In this case, information indicated that that includes a various cross-section of faces and voices resonated with audiences. This steered Levi’s manner in direction of the bigger, highly-successful world campaigns to return.
Go for Growth: The Future of Denim Is Global and Female
The way forward for the jean business is feminine and centered in China and India. As the general U.S. denim market contracts, Asia noticed a 6% progress charge in denims gross sales over the previous decade in response to Bernstein, a analysis and brokerage agency.
Levi’s is actively participating these demographics on social. In the previous yr, it’s pumped out documentary-style video content material that stars world influencers and celebrities, covers political and private themes, empowers ladies, and conveys the model’s evergreen rules:
Go past labels. Make the world a greater place by dwelling a life that’s true to you.
Let’s dive into a number of the iconic model’s latest APAC campaigns.
“I Shape My World” 2019 Campaign Inspires Women
Last International Women’s Day, Levi’s launched the “I Shape My World” marketing campaign, a sequence of tales from profitable feminine influencers throughout the globe who’re taking dangers and talking up for girls’s rights.
The total effort drew 20M views and 17.2K engagements on YouTubeand 2.8M views and 74.1K engagements on Facebook as of this writing.
The content material was positioned as private telegrams to the 110 nations the corporate sells to, typically offered in regional languages. The voices hail from India, Mexico, South Africa, Thailand, and extra. The marketing campaign video alone, which drew 2.8M YouTube views, provides me chills!
The most-viewed documentary shorts embody:
“Proud to be More” Campaign Gives Indians a Voice
In November of 2019, Levi’s launched its “Proud to be More” marketing campaign, a set of vertically-shot mini-docs. Think: cinematic vitamin C shot.
In this age of identification politics, Levi’s takes a step again and reveals how we’re a lot a couple of factor. The movies function inspiring Indians from the LGBTQ+ neighborhood who refuse to be decreased to stereotypes: “You decide the worth of my mouth by who I choose to kiss with it. Not what I choose to shout with it.”
The tales are all of the extra poignant in a rustic the place homosexuality was unlawful till very just lately. In 2018, the Supreme Court of India repealed Section 377 of the Indian Penal Code to lastly decriminalize homosexuality.
The marketing campaign garnered 9.3M views and 557 engagements on YouTube and three.3M views and 263Ok engagements on Facebook (as of 03/05/20). This helped push Levis’ into the highest three attire and equipment manufacturers worldwide in November 2019.
Using unique viewers measurement instruments, Tubular information is ready to measure the viewers behind the views for Levi’s. In November 2019, Levi’s reached 9.1M distinctive viewers worldwide and the viewers watched 12.3M minutes of Levi’s content material. That’s greater than 23 years of watch time!*
The most-engaged movies embody:
- Filmmaker Onir who refuses to reside in the shadows. “I’m gay and I refuse to be invisible.” (64.5K engagements on Facebook)
- Drag performing artist Sushant Divgikr on the facility of recognizing your female and male power. “Your character and personality is way more than your orientation. It’s your jokes. It’s your flaws.” (50.4K engagements on Facebook)
- And artist Priyanka Paul who says, “I like cheesecake and I like girls. I like the color and I like glitter. And only one of these things I like separates me from the rest and puts me into a box.” (55.8K engagements on Facebook)
India, the largest democracy in the world, is clearly hungry for this kind of content material. And Levi’s is delivering. In addition to Levi’s devoted India creator channel, Levi’s U.S. creator has a 5.9% viewership in the subcontinent.
This focus has arguably had an affect on gross sales in the area. Levi’s India had a decade excessive gross sales progress of 25% in its 2018-19 monetary yr. The model noticed essentially the most progress in ladies’s denims in the area.
Levi’s Honors Chinese New Year
China contains three% of Levi’s gross sales, studies CNBC. And although the model expects a monetary hit this Chinese New Year season amid latest coronavirus issues, the nation stays a spotlight space of progress.
For the previous a number of years, Levi’s has reached out to Chinese audiences with an annual Chinese New Year’s decision, that includes such beloved stars as William Chan (2.2M YouTube views) and Qi Xing-hua.
The previous two years, Malaysian-Singaporean actor Lawrence Wong took the driving force’s seat, drawing thousands and thousands of Levi’s followers. The video system is easy and efficient: Wong opens up and takes an trustworthy self-inventory of how he fared the yr prior.
This annual-check in turns into a gap for group reflection. At the top of the video, Wong has a decision to share. For 2019, Wong advised viewers “this year, follow your heart” (1.1M YouTube views).
For 2020, Wong mentioned, “This year win your way.” This yr’s marketing campaign noticed the strongest outcomes but, incomes three.6M YouTube views, three.3M of which transpired in the primary 30 days (V30). This compares to a V30 of 332OkYouTube views for William Chan’s 2017 Chinese New Year’s video.
This is exactly the kind of information that may inform future campaigns. In addition, Wong’s resolutions floor on the finish, offered as a sort of Easter egg. This means an extended watch time, as viewers anticipate the phrases of knowledge.
Extended time with a model issues in this video local weather. Is Levi’s the mailman or the visitor you invite in for tea? In the case of this advert, it’s the latter.
The Way Forward: The Audience is Your Compass
For manufacturers trying to observe Levi’s lead, listed here are some closing ideas.
Firstly, in case you haven’t activated Indian audiences but, now’s the time to develop localized content material. Tubular Labs has seen file progress in the area.
On YouTube, there was a 53% enhance in whole views in India in the primary half of 2019 as in comparison with the yr prior. That’s a lot quicker than in the United States and elsewhere in the world. We additionally see progress on Facebook.
Want More Insights like This? Read Tubular’s State of Online Video Report 2019
Secondly, what you say issues. An iconic model helps inform who we’re as a person or a rustic. People use attire manufacturers to inform their story. They put on it as an extension of their identification. Are they a skater, a burnout, an mental?
A model will need to have a contemporary social-video life that matches the zeitgeist. When the product is static and the video feeds aren’t taking over the main points or pastimes of the day, the model loses relevance.
When taking a stand, established manufacturers have to be cautious of the restrictions of legacy. Look to your previous model messaging for openings and potentialities moderately than limits. Build on model authenticity, draw on nostalgia.
And when (not if) you are taking a stand on a up to date problem, join it to your previous observe file. Show the way you’ve all the time championed this problem.
Your assist of a extra world perspective doesn’t need to be so specific. Even broadcasting from the nation you need to attain can depart a big impression. Levi’s Skateboarding arm, for instance, takes audiences to the streets of Tbilisi, Georgia, the place skate boarders soar over Soviet constructions and filth hill bombs and to Taipei, Taiwan as they pop ollies on brick-paved arteries.
When your model’s longevity is dependent upon progress in particular markets, viewers information turns into extra necessary than ever. It’s a manner, past gross sales numbers, to see how your goal teams are participating along with your model, or responding to your messaging and improvements.
Make certain you could have a transparent sense of which demographic your model is focusing on on social video channels. Is it a particular age or gender or area? Then look to Tubular’s information to see in case your viewers is aligned along with your goal market.
Look at efficiency insights for particular movies and campaigns to additional see in case you’ve elevated audiences in your goal space. Look at what your viewers can also be watching, a function constructed into Tubular’s platform. The insights might revitalize your strategy.
Interestingly, Levi’s creators draw extra distinctive views from females than males on their cross-platform video feeds. It’s information like this that may assist present a model with clues on the best way to additional refine content material.
Finally, many manufacturers see themselves on a pulpit, delivering messages to their viewers. But it’s really the alternative. A brand new viewers is your compass, your instructor, information. Social video and engagement information offers a portal by means of which manufacturers can decide what these viewers really need, constructing on successes and scrapping the remaining.
Curious about how one can up your online game in the attire business?
* Source: Tubular Labs standardized viewers metrics (Beta) | Cross-Platform (YouTube, Facebook)