The Live in Levi’s Project

In 2014, American denim brand Levi Strauss & Co. launched the “Live in Levi’s Project. The campaign included print, TV and online ads featuring young adults having fun while wearing the company’s products. The taglines “For everybody who’s not just anybody” and “Look good on your way to what’s next” were highlighted in the promotion. Levi’s also released a documentary-style film series showing different people living, working and playing in their Levi’s apparel.
Jennifer Sey, Levi’s Global Chief Marketing Officer, said she and her team wanted to capture the warm and optimistic feeling that comes with recalling stories. Sey also emphasized that “people who wear Levi’s have always been the inspiration for our brand.” For the campaign, the company created a digital platform which enables customers to share their personal Levi’s experiences using the hashtag #Live on Levi’s, be inspired by fellow customers, and shop for featured products in the interactive ads. In their physical stores, Levi’s jeans were displayed alongside stories written by their owners which explains the markings on them – providing an account of the life of people who wore those jeans.
“Live on Levi’s” aimed to reinvigorate the brand’s soul through storytelling and social media, celebrate authentic self-expression, and engage customers in both real life and virtual experiences that will strengthen their personal connection to the brand. It positioned Levi’s not just as a leading denim brand, but also the consumers’’ “ultimate life companion.”

Discussion Questions
1. How can you relate the Live on Levi’s project to relationship marketing? What level of relationship marketing was achieved with the campaign?

2. What other marketing strategies can be employed to improve the campaign?