NEW AMERICAN WAYFINDERSLevi’s x Jacquard by Google Commuter Trucker Jacket

By Lauren Carrol and Caitlin McCall

New American

Wayfinders

Contents

• The Problem & Opportunity• Current Situation with Levi’s and Google• Objectives and Goals• Target Persona• Strategy• Tactics• Expected Results• Budget

Share of Voice

+ Wearable:“Apple Watch 2 Wearable”- 5,750

results, 59.03%“Hexoskin Wearable”- 2,100

results, 21.56%“Project Jacquard Wearable”- 1,890

results, 19.40%Total: 9740 results

Share of Voice for Vertical Wearable Tech system:

-Defining what is “Vertical Wearable Tech System”- it is a family of wearable tech products and smart devices designed to work together and produced by the same company.  For example, Fitbit is just Fitbit.  It is a wearable that can interact with other smart phones, but Fitbit does not also make those smart phones.  Apple is a whole system.  They have iCloud, iTunes, Airbook, iMac, Apple Watch, iPhone, etc., and they all interact.

For the “Share of Voice for Vertical Wearable Tech Systems” direct searches, using quotation marks, for Apple Watch 2 Wearable, Hexoskin Wearable and Project Jacquard Wearable were entered into the Google Search Engine.

Share of Voice

Without adding Wearable in the search term, a tremendous amount

of of Apple retail and spam influences the search results.

Hexoskin- 74,200 results, 2.41%Project Jacquard 98,000, 3.18%

Apple Watch 2 - 2,910,000 results, 94.41%

Total:  3,082,200 results

Without adding “Wearable” in the search term, a tremendous amount of of Apple retail and spaminfluences the search results.  Results without the +Wearable term:Hexoskin- 74,200 results, 2.41%Project Jacquard 98,000, 3.18%Apple Watch 2 - 2,910,000 results, 94.41%Total:  3,082,200 results

Social Media

Engagement: YouTube

Social Media

Engagement: Twitter

Slice: Levi’s• Levi Strauss and Jacob Davis partnered

to invent the blue jean• Original Jeans for the working American

• Worn by people in all walks of life• Identifiable by three digit style numbers

• Primarily denim product for men's, women’s, and children

• Global leader in jeans• Own Dockers, and Denizen• A classic worn by all ages• Heritage, quality, style, authenticity

Slice: Google

Google has recently released consumer products that are

competing with Apple and Samsung. Pictured Here are

Google Home, Google Cardboard, Chromecast, and Pixel. Other

devices include Google Glass and Chromebook

Drag picture to placeholder or click icon to add

Slice: Google Originals

Google began as a search engine, expanded into a crowd-sourced

map of the United states for directions and wayfinding and expanded into Google Earth.

Google Maps evolved from incomplete map coverage and not always reliable directions to Global

map coverage with satellite view or street view, and options to search

nearby destinations and view other user’s photos.

How will they

differentiate? • App integration across channels and

devices• Ease of use• Capability of technology to be extended

into other fields• Levi’s will be use wearable tech as a

“first” in denim• Google will make its way into wearable

tech field• The collaboration of two successful

companies excelling in each field• Significant resources

• Intended use is for niche consumer

Google is teaming up with Levi’s to differentiate their Wearable tech Apparel.  They are in the race to be the first to render every surface a touch screen (or even simply an interactive screen via motion with Project Soli) a possibility.  Apple is razor’s edge sophistication and innovation.  Their collaborative products have reflected that (Apple Watch Nike, Apple Watch Hermes).Google has both been a product of geniuses and a product of the crowd.  Google is for everybody because it is everybody.  American-born denim, such as Levi’s, can also be considered for everybody by everybody, as jeans  can represent a collective building of the American culture.

Objectives and Goals

• 1% increase in Social Media Engagement for Levi’s

• 10% increase in organic followers on social media channels for Google ATAP

• 1% of active followers make purchases

Target Persona

Like Google, the target consumer is seeking to create a distinctive and creative narrative constantly seeking innovative ways to use technology to make their lives easier and more efficient.

Through our experiential and personal engagement, we’ll seek to identify key personalities that embrace an “alternate” lifestyle. Entrepreneurs , innovators, early adopters, and creators alike.

Forrest• #startuplife for app/tech companies• Skims through Gadget Magazine and Tech Radar• Craft Whiskey brewing• Never in one place for long– lives in SoMa area--

prefers local against the grain products• Alternative lifestyle- push limits and challenge

comfort zone• Social media channels include LinkedIn, Twitter,

Facebook, and YouTube

(Image)

Bimodal Forrest

Bimodal Forrest?  Hipster have been around long enough that those in their thirties adopting the trend when it first made waves would be in their forties.  At their core, hipster’s love craft and small-batch, but they may be willing to throwback to a vintage Levi’s.  Their earnings as a more experienced/established individual make it more likely that they would be able to purchase a commuter jacket “off the rack” without having to financially aspire to it.  Younger Hipsters in the first half to middle of their twenties would also appreciate the Google x Levi collaboration.  

“THE NEW AMERICAN WAYFINDER”#NEWAMERICANWAYFINDERJACQUARD LIVEProduct Release Campaign Levi’s x Google Jacquard

    Google is a brand that reaches everybody with the everyday search engine on one hand and the high stratosphere technical products that the average consumer may not yet understand.  Levi’s is a strong American brand rooted in hard work, durability and by association the iconic American dream- as it ever changes.  Google needs to narrow their focus to current and potential Levi’s consumers, while Levi’s needs to connect with their community, and grow their community with the playfulness and creativity of Google.  The strategy needs to focus on the true cross section of the early Google tech adopter and long term Levi’s champion.  

Approach:Micro-

InfluencerForrest’s single channel, considering hipster

love of authenticity and craft, will be another person- a micro-influencer.  Hayes manages a

craft coffee bar that Forrest frequents.  I creating an authentic small coffee house

experience for his customers, Hayes strikes up conversation about the interesting things

he has found, consumed, experienced, and will follow up with sharing these on social

media with his similarly hipster customers such as Forrest.  They are not friends- but

friendly acquaintances- which bridles a healthy competition.

Tactics • External App Integrations- An app specifically developed by Google might look something similar to the GoPro app, but it would enable users to upload their videos to Google Maps, as well as Google+, Youtube, Facebook and Twitter. Those looking for a different experience using Google street view could opt for viewing a section of someone’s bike ride. We’ll call it Jacquard Live.

• Experiential Popup Hack-a-thon - As described on the Project Jacquard page, the conductive textile is meant to incorporate other electronics. A wearable tech hack-a-thon would remain true to Google’s brand image as being partially crowd-sourced, and would generate greater anticipation for the release of the jacket. Items such as microphones, speakers, small cameras, heating elements and wireless chargers could potentially be hacked into the jacket.

• Macro-Influencer experiential subscription (deliver promotion via video short)- This is the Jacquard Live app as used by a Macro-Influencer. Users can subscribe to receive influencer content and updates.

App Integration

s via user videos

App Integrations

User Video: Hayes #NewAmericanWayfinder

Experiential Popup-

Hackathon

Macro-Influencer

experiential subscription:

Jacquard Live from my Levi’s,Sufjan Stevens

(Maybe)

Macro-Influencer

experiential subscription:

Jacquard Live from my Levi’s,Sufjan Stevens

(Maybe)

Jacquard Live: Sufjan’s Jacket

Expected Results

• 10% of active followers will go to store or website for Project Jacquard Commuter Trucker Jacket

– Levi’s: 203 people– Google: 10,414 people

• 1% will buy– Levi’s: 20 people– Google: 1041 people

• Total of 10,617 will go to the store/website and 1,061 people will buy/pre-order

Budget • Hackathon: 2,000 person; $500,000• App Development: ~$175,000• Video Production: $40,000

• Total Campaign Cost: $715,000

Citations and

Sources:

• Cunningham, D. (2016, May 23). 5 Stages of a Hackathon. Retrieved from https://www.theodysseyonline.com/5-stages-hackathon

• Formotus (2016). Figuring the Costs of Custom Mobile Business App Development. Retrieved from http://www.formotus.com/14018/blog-mobility/figuring-the-costs-of-custom-mobile-business-app-development

• Frederiksen, L. (2016, April 12). What is the Cost of a Video Production for the Web. Retrieved from https://hingemarketing.com/blog/story/what-is-the-cost-of-video-production-for-the-web

• Gaffney, D. (2015, August 13). Sydney’s cyclists twice as happy as other commuters: new research. Retrieved from http://sydney.edu.au/news-opinion/news/2015/08/13/sydney_s-cyclists-twice-as-happy-as-other-commuters--new-researc.html

• Google ATAP. (n.d.). Introducing Project Jacquard. Retrieved from https://atap.google.com/jacquard/

• Gulrajani, I. (2013, June 23). The Hackathon Budget. Retrieved from https://medium.com/hackers-and-hacking/the-hackathon-budget-d636b5b2ed6c#.yvuds81my

• Hairstyles On Point. (n.d.). 10 beard styles for ment. Retrieved from http://hairstyleonpoint.com/10-beard-styles-2015/7/

• Levis. (2013). Levis- Popular Tags. Retrieved from http://explore.levi.com/• Nancy, B. (2015, August 10). Making Cycling Safe for Cyclists and Drivers. Retrieved from

http://sciencenordic.com/making%C2%A0cycling%C2%A0safer%C2%A0for%C2%A0cyclists%C2%A0and%C2%A0drivers

• Sandu, B. (n.d.). Levi’s Stylish Print Advertisements – 59 Prints. Retrieved from http://www.designyourway.net/blog/inspiration/levis-stylish-print-advertisements-59-prints/

• Standout.net. (n.d.). The History of Levi Jeans – Patent Number #139,121. Retrieved from https://www.stand-out.net/blog/levis-jeans-patent-number-139121/

• Swurv radio, O. (2015, April). @Levis Red Bandana. Retrieved from http://www.swurvradio.com/levi/

Citations and

Sources:

• Bimodal Forrest- Right Image• Bimodal Forrest- Left Image• Four Barrel Coffee Photo• GoPro App• Google Pixel, Home: A Guide to Google's Gear

(photo)• Google Map San Francisco (screenshot)• Jubala Coffee Video Clip• Strava App• Sufjan Stevens (screenshot)• Sufjan Stevens Twitter• “Sunshine On My Back”. Single Track 2015. The

National • “We Broke Free”. English Riviera 2011. Metronomy

Thank You!