How It Worked Out at Levi Strauss

We chose Option$$ #$3$ and we embarked on a mission to hammer home the emotional connections with our brand. Our Live in$$ Levi's campaign launched in the second half of $2014.$ The focus was less on being$"$in$"$ and more on being yourself as we showcased interesting people who wear our $501$ jeans. As the$$ campaign's website$$ proclaims: "Iconic. Original. Timeless. Since$1873,$ the$501$ Jean has been worn by generations of fans. From pioneers to$$ rebels, rock stars to$$ presidents, it's defined style and inspired$$ self$-$expression for decades.$$ Now, it's your turn to make the$501$ Jean your own. Endless stories. One original. $$We are $501$ Superscript $."$

To support our new positioning$$ strategy, we created assets for$$ TV$,$ Cinema,$$ Digital, Print,$$ In$-$store, Social, and more. For$$ example, the$$ #LIVEINLEVIS feature allows people from around the world to share stories about their connections to the brand creating a platform for social discovery. We did a global launch event in New$$ York, where your pair of$$ Levi's was your ticket to enter. The campaign got an extra boost from celebrities who participated. For$$ example, singer Alicia Keys taped a YouTube$$ video, posted an image of herself wearing$$ Levi's on her Instagram handle$($see Exhibit$7\mathrm{.}01$a$),$ and also launched the campaign simultaneously in every country we operate inlong dash$$approximately $110$ countries around the world. The$$ countries$/$regions used the assets that our global hub$$ created, but they also leveraged the$$ look$/$feel and the IDEA of Live in$$ Levi's to create their own locally relevant$$ assets$/$programs$.$ We found that people of all walks of life related to this idea and were inspired by it$.$ Millennials, dads,$$ grandmoms, conservative$$ dressers, style leaders.$$ Everyone! A$$ win$-$win all around.

How$$ Levi's Measures Success

We look at overall financial performance$($revenue$,$ earnings,$$ margin$)$ as well as retail performance metrics like$$ traffic, conversion, and price. We track share by segment$($men$\text{'}$s &$$ women's$)$; we track equity as well as media valuation for PR and we look at$$ engagement$/$buzz through social and PR$.$

Our metrics tell us that Live in$$ Levi's was hugely successful. The efforts around the campaign have doubled the return on investment of our marketing dollars in the last $18$ months.$$ We've grown$$ share, equity and revenue consistently. And consumers have embraced the campaign by participating in it through$$ #LiveInLevis and the Live in$$ Levi's project.

Exhibit $7\mathrm{.}01$a

Courtesy of Levi$$ Strauss, Alicia$$ Keys, Instagram

Question content area bottom

Part $1$

Segmenting the market for jeans by $\_\_\_\_\_\_\_\_$long dash$$as Levi might consider doing with their latest campaignlong dash$$would define the market by$$ age, gender, and perhaps ethnic group.

A$.$

psychographics

B$.$

geographics

C$.$

demographics

D$.$

geotargeting

E$.$

behaviors