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ByHitesh Malhotra
HULT Innovation OlympicsLEVI STRAUSS & CO.
Pioneers of Style & Change
Agenda
• Background• What is a Pioneer?• Market• Web Contents• Sustainability• 3 Years from Launch
August 4, 2011 Levi’s ® 2
Background
August 4, 2011 Levi’s ® 3
Social Media - Avatar
High Fashion - Growth of the woman
Three million monthly visitors
Business opportunity mapping
Fields of Play
Growth of the Woman
Growth of the Woman
August 4, 2011 4Levi’s ®
Levi’s grows with your life – relevant content – Levi’s Student
• On campus, seasonal offerings, a student’s life content– Levi’s Professional
• Higher style, look good at work, maturing content– Levi’s Lifestyle
• Remain in the know, look good wherever life takes you, feel good content
Leaving their mark on this world in style
Growth of the WomanConcepts Review
1. Where will your Levi’s take you?– Levi’s is a partner for all of life’s moments and journeys, strong opportunity for
user generated content and sharing, creating outreach and word of mouth
August 4, 2011 5Levi’s ®
4. Levi’s world connection– Levi’s network decreasing borders, capability to reach immense populations with
creation of networks and social webs, increase in world image and brand referencing.
2. Levi’s Brand Stars– Levi’s stars paving the way for the next generation, excellent chance to
capitalize on current movers with a positive message, big brand perception opportunities
3. Making a difference with Levi’s– Levi’s pioneers of style and change, great potential for campaign involvement
with small and large actions, increase in brand equity with more reasons to purchase Levi’s
2. Levi’s Brand Stars
3. Making a difference with Levi’s
4. Levi’s world connection
August 4, 2011 Levi’s ® 6
Making a difference
with Levi’s
Levi’s
world connection
Business Concept
Levi’s Brand Stars
Growth of the Woman
What is a Levi’s Pioneer?
1. Be yourself 2. Do what matters3. Start now4. Engage with others5. Never stop asking questions
August 4, 2011 Levi’s ® 7
Characteristics of a pioneer
“Throughout our long history we’ve inspired change in the marketplace, the workplace and the world”
Market
August 4, 2011 Levi’s ® 8
Women internet users in the age group of 18-35• % Women 18+ in Regional Internet Populations
AsiaPacific
Europe
NorthAmerica
LatinAmerica
42.4%
47.0%
50.4%
48.1%
SocialNetworking
InstantMessengers
Multimedia
Retail
Directories/Resources
Auctions
Photos
Blogs
GeneralNews
2.2%
1.5%
1.0%
0.9%
0.9%
• Share of Time Spent Online
16.3%
11.3%
7.7%
5.2%
2.9%
Market
August 4, 2011 Levi’s ® 9
% Topic of interests by age group
Family/Relationships
Technology
Entertainment
Philanthropy/Non Profit
Fashion & Lifestyle
63.6%42.4%12.2%
38.2%
49.3%32.1%
18.9%42.6%
72.6%
41.5%
26.3%18.0%
51.9%
43.1%45.8%
31+ yrs
18-24 yrs24-31 yrs
Market
August 4, 2011 Levi’s ® 10
USA EUROPELATIN
AMERICAASIA
PACIFIC CANADA
Levi’s World Connection
Total 49 Countries
Levi’s ® 11
Capturing the Market
• Relevancy– Focused content, group segmentation, participation
• Innovative Shopping– QR codes, look of the day, shopping integration, one click
• Thinking globally, acting locally– Replicable across borders, global competitions
• Connection– Emotional, promotional, social
July 19, 2011
Tools for Capturing the Market
July 19, 2011 Levi’s ® 12
Launch Event Website LaunchIntegrated Shopping
Online EventsOffline Events
Launch Event
August 4, 2011 Levi’s ® 13
It Starts Here!
Pledge Event: Commit to Change
July 19, 2011 Levi’s ® 14
Proposal:• World’s largest public commitment to
change (5000+ attendees)• Guinness World Record
• It starts here effect• San Francisco (Union Square, Levi’s
Plaza)• Activities
• Pledge booth, food trucks (Off the Grid), music, live Twitter feed
• Why it works• Creates buzz, public involvement,
Twitter#, visual
Potential Reach: 33.1 Million Reach Conversion: 2.7 Million
3 Million Monthly Visitors
33.1 Million
July 19, 2011 Levi’s ® 15
2.7 Million Pioneers
8% Conversion
Potential Reach Total number of people reached from attendees, through Facebook , Twitter,
Blogger network, Website hits, YouTube and RSS subscription
SIGN UP & GET FREE SHIPPING
SUBMITME
NWOMEN
JUNIORS
KIDS & BABY
FRIENDS STORE
EXPLORE
MY ACCOUNT
STORE LOCATOR
TRACK ORDERKEY WORD OR
NUMBERSEARCH
SHOPPING BAG :
1 ITEM
$ 67.59
PIONEERS
Website Launch
Web Contents: Student
Content: • Pioneers- Alex Morgan, Farah Pavri, Kaori Ooi• Blogs- College Fashion, Operation Beautiful, Every College
Girl• Interaction- Style of the day, Levi’s Pioneer contest, Style
Pioneer challengePromotion:• Friend vote raffles, coupons, style suggestionsEmotion:• Acceptance, knowledge, expression, social connections
August 4, 2011 Levi’s ® 17
SIGN UP & GET FREE SHIPPING
SUBMITME
NWOMEN
JUNIORS
KIDS & BABY
FRIENDS STORE
EXPLORE
MY ACCOUNT
STORE LOCATOR
TRACK ORDERKEY WORD OR
NUMBERSEARCH
SHOPPING BAG :
1 ITEM
$ 67.59
FEATURED PIONEER
ALEX MORGAN Morgan concluded her four years in Berkeley tied for the third all-time scorer in California history with 45 goals and in sole possession of third place in terms of points 107. Celebrity
Street Style of the Week: Jordana Brewster, Emma Roberts, & Nicky Hlton.
FEATURED PIONEER
PIONEERS
Rupam Patel“My plan is to…
Monica Savini“I am going to make…”
BLOGGERS
#Levis Pioneer ”
STYLE OF THE DAY Aima Lee
“I love this….
Cecilie Marese Grendahl“Must to buy….”
Inger Stapleton“My friend has ….
PIONEER RANKING +1(
1st)
-1(2nd
)
Genieve Sanchez
Iwona Wiczuk
Tamara Sam
PROFESSIONALLIFESTYLE
STUDENT
WANT TO DO SOMETHING?You can
do something different from right now.
Melissa Gray
Lisa Haws Angela Pohl
#Levis Pioneer ”
ZEPHYRto shopOne
click
August 4, 2011 Levi’s ® 19
SIGN UP & GET FREE SHIPPING
SUBMITME
NWOMEN
JUNIORS
KIDS & BABY
FRIENDS STORE
EXPLORE
MY ACCOUNT
STORE LOCATOR
TRACK ORDERKEY WORD OR
NUMBERSEARCH
SHOPPING BAG :
1 ITEM
$ 67.59
PIONEERS
Look2: Ashley Olsen’s Casual Classic Look
Outfit Inspired by Ashley
Ashley’s outfit centers around a pair of boyfriend jeans, preferably in a dark wash, in keeping with the dark tank and blazer…..
I was totally enamored with Ashley’s outfit as soon as I saw it — she effortlessly mixes casual denim with a severe pair of kicks and a sharp blazer. Also, ….
Tank top, Jeans, Blazer, Sunglasses, Clutch, Shoes
STUDENT
SIGN UP & GET FREE SHIPPING
SUBMITME
NWOMEN
JUNIORS
KIDS & BABY
FRIENDS STORE
EXPLORE
MY ACCOUNT
STORE LOCATOR
TRACK ORDERKEY WORD OR
NUMBERSEARCH
SHOPPING BAG :
1 ITEM
$ 67.59
PIONEERSSTUDENT
SIGN UP & GET FREE SHIPPING
SUBMITME
NWOMEN
JUNIORS
KIDS & BABY
FRIENDS STORE
EXPLORE
MY ACCOUNT
STORE LOCATOR
TRACK ORDERKEY WORD OR
NUMBERSEARCH
SHOPPING BAG :
1 ITEM
$ 67.59
FEATURED PIONEER
ALEX MORGAN Morgan concluded her four years in Berkeley tied for the third all-time scorer in California history with 45 goals and in sole possession of third place in terms of points 107. Celebrity
Street Style of the Week: Jordana Brewster, Emma Roberts, & Nicky Hlton.
Levi’s Pioneers Launch Event
PIONEERS
Rupam Patel“My plan is to…
Monica Savini“I am going to make…”
BLOGGERS
#Levis Pioneer ”
STYLE OF THE DAY Aima Lee
“I love this….”
Cecilie Marese Grendahl“Must to buy….”
Inger Stapleton“My friend has….”
PIONEER RANKING +1(
1st)
-1(2nd
)
Genieve Sanchez
Iwona Wiczuk
Tamara Sam
PROFESSIONALLIFESTYLE
STUDENT
WANT TO DO SOMETHING?You can
do something different from right now.
Melissa Gray
Lisa Haws Angela Pohl
#Levis Pioneer ”
ZEPHYRto shopOne
click
Web Contents: Professionals
Content:• Pioneers- Kayo Kusuda, Jessica Herrin, Molly Barker• Blogs- Rieko Tahara, Penelope Trunk, The New
Professional • Interaction- Levi’s Challenge, recycle styles, pioneering
stories, world change competitionPromotion: • Special occasions, jean swap, secret shopping eventsEmotion:• Need for voice, social connection, style information
August 4, 2011 Levi’s ® 22
SIGN UP & GET FREE SHIPPING
SUBMITME
NWOMEN
JUNIORS
KIDS & BABY
FRIENDS STORE
EXPLORE
MY ACCOUNT
STORE LOCATOR
TRACK ORDERKEY WORD OR
NUMBERSEARCH
SHOPPING BAG :
3 ITEM
S
$ 187.7
7FEATURED PIONEER
Kayo Kusuda Kayo is sharing her successful business experience to the other women by conducting classes every weekend, so that can empower woman to the society. Planning,
design, and story are the concepts of her business. Her strong leadership is ….
PIONEER OF THE WEEK
BLOGGERSCRYSTAL LINE Corp. WORLD PIONEER
RANKING
Levi’s Challenge Ranking +1(
1st)
-1(2nd
)
WANT TO HELP OTHERS? You can
help others by joining in this association
Rieko Tahara
+1 (1st)
-1(2n
d)+3(3rd)
Okamura MihoAsami SatoAyano Shimomura
Ayaka KawakamiKaoru Shimada
23,897 votes
17,359 votes
15,776 votes
PIONEERS
LIFESTYLE
STUDENTPROFESSIO
NAL
Rina Yamamura
I got inspired by people helping Japan after the Tsunami disaster. Now, I pledge to help the disaster victims, so that…
RECYCLE YOUR JEANS Tell to
others how are you recycling your jeans. You can do something different from now
SIGN UP & GET FREE SHIPPING
SUBMITME
NWOMEN
JUNIORS
KIDS & BABY
FRIENDS STORE
EXPLORE
MY ACCOUNT
STORE LOCATOR
TRACK ORDERKEY WORD OR
NUMBERSEARCH
SHOPPING BAG :
3 ITEM
S
$ 187.7
7FEATURED PIONEER
Kayo Kusuda Kayo is sharing her successful business experience to the other women by conducting classes every weekend, so that can empower woman to the society. Planning,
design, and story are the concepts of her business. Her strong leadership is ….
WORLD PIONEER RANKING 2nd
BLOGGERSCRYSTAL LINE Corp.
Levi’s Challenge Ranking +1(
1st)
-1(2nd
)
WANT TO HELP OTHERS? You can
help others by joining in this association
Rieko Tahara
Okamura MihoAsami SatoAyano Shimomura
Ayaka KawakamiKaoru Shimada
PIONEERSPROFESSIO
NAL
Rina Yamamura
I got inspired by people helping Japan after the Tsunami disaster. Now, I pledge to help the disaster victims, so that…
Simple yet elegant and girlie yet funky seemed to be the overall style. Heels definitely make the outfit sexy, but the Levi’s supreme jeans and the trendy jacket helped to add to the coolness of the outfit.
Work: PhotographerLives in : ParisHolding: 6 Levi’s JeansLevi’s Fans: 8 years
Sophie’s Curve ID is Supreme. Next is find your Curve ID.
Sophie’s PLEDGE
After my father got cancer, I realized that I didn’t have a time with my parents. I will be nice to my parents and will have more…
Sophie Dubois
WHAT IS YOUR PLEDGE?
One clickto shop
RECYCLE YOUR JEANS Tell to
others how are you recycling your jeans. You can do something different from now
QR Code Advertising
August 4, 2011 Levi’s ® 25
QR Code Shopping
August 4, 2011 Levi’s ® 26
MY ACCOUNT
STORE LOCATOR
TRACK ORDER
KEY WORD OR NUMBER
SEARCHSHOPPING
BAG :1 ITEM $
68.00
Web Contents: Lifestyle
Content:• Pioneers- Sushmita Sen, Emily Chang, Misty Gibbs• Blogs- Shobha De, Chez Pim, Green Mamas Pad, Beth Kanter• Interaction- Oxfam hours drive, tip of the day, look of the
day, inspired men videosPromotion: • Friends and family events, donation coupons, coupling
discountsEmotion:• Questions, feminine, youthful feeling, keeping current
August 4, 2011 Levi’s ® 27
SIGN UP & GET FREE SHIPPING
SUBMITME
NWOMEN
JUNIORS
KIDS & BABY
FRIENDS STORE
EXPLORE
MY ACCOUNT
STORE LOCATOR
TRACK ORDERKEY WORD OR
NUMBERSEARCH
SHOPPING BAG :
3 ITEMS
$ 187.7
7FEATURED PIONEER
Sushmita Sen Indian actress was first Indian woman to win the “Miss Universe” contest. Inspiration for X&Y gen, Sen is deeply involve with social events and social service. 17 top
selling Books. Weekly columns in top 4 newspapers. Most trusted person list.
TIP OF THE DAY
BLOGGERS
LOOK OF THE DAY
“It is really nice….
“I have to buy this…
WANT TO DO ONE NICE THING?DoOneNic
eThing.com will help you to change your life in a different way
Shobha De
PIONEERS
PROFESSIONAL
STUDENT
LIFESTYLE
Gulisha Malviya
Upasna Pandey
150 Mathilda Place., ste 200Sunnyvale, CA 94086
Author & Style Icon
Donate your hours for special Levi’s dealsPOVERTY
FREE WORLDNow 86% Participati
on10,971 people
COMMIT HOURS
Get involved and make a difference right now !Poornima Soni
Upasna PandeyLove to help. 10 hoursIt’s time to make action. 8 hours“I bought this and it is…
Shruti Malviya
SIGN UP & GET FREE SHIPPING
SUBMITME
NWOMEN
JUNIORS
KIDS & BABY
FRIENDS STORE
EXPLORE
MY ACCOUNT
STORE LOCATOR
TRACK ORDERKEY WORD OR
NUMBERSEARCH
SHOPPING BAG :
3 ITEMS
$ 187.7
7FEATURED PIONEER
Sushmita Sen Indian actress was first Indian woman to win the “Miss Universe” contest. Inspiration for X&Y gen, Sen is deeply involve with social events and social service. 17 top
selling Books. Weekly columns in top 4 newspapers. Most trusted person list.
LOOK OF THE DAY
BLOGGERS
WANT TO DO ONE NICE THING?DoOneNic
eThing.com will help you to change your life in a different way
Shobha De
PIONEERSLIFESTYLE
150 Mathilda Place., ste 200Sunnyvale, CA 94086
Author & Style Icon
Donate your hours and get Levi’s jeans for free!!
POVERTY FREE WORLD
Now 86% Participati
on10,971 people
COMMIT HOURS
Get involved and make a difference right now !Poornima Soni
Upasna PandeyLove to help. 10 hoursIt’s time to make action. 8 hours
Sustained Activity
• Offline Events– Pledge Event– Go Red for
Women– Marathon– Concerts
• Online Events– Pioneer
Competition– Pioneer Challenge– Oxfam Hours
Drive– World Pioneer
• Content– Blogs– Pioneers– Styles– Pledging – Shopping
August 4, 2011 Levi’s ® 30
Site
Tra
ffic
Incr
ease
Pledge Event2.7 million
Pioneer Challenge1.1 million
Offline Events Online Events Content
New Pioneer0.7 million
3 Years from Launch
July 19, 2011 Levi’s ® 31
“A vibrant, sustainable marketing asset that builds brand equity and purchase intent leading to conversion and loyalty”
Pledge Event - Multiple cities with worldwide interaction
Pioneers Website- Worldwide replication
Community- Daily resource for entertainment and shopping
Thank You
