In a world filled with products and services, the key is differentiation. What sets your product aside? How does your brand rise above the clutter? Many companies and organizations struggle with the concept, so we see cheap advertising tricks and price wars, methods one resorts to when your product or brand is easily substituted for, or when it is facing commoditization.
One of the proven methods of adding value to your product or service is combining it with an experience; showing people that they can be somebody or accomplish something that they cannot do otherwise. Providing the "it" factor. Combined with that, showing what multiple people can do adds a community aspect to it. Now these people experiencing the product all belong to the same circle of influence. Now your message is carrying some powerful stuff.
That is exactly what Levi's "Living in Levi's" video campaign is trying to accomplish.
The video was created by AKQA and is part of the denim company's $96-million-dollar global campaign. What's cool about the video hosted on the website is that consumers are also able to "click to buy" the denim products featured in the video. So if you like the jeans the boxer is wearing, go for it.
The main video is below.
Of course, the brand encourages you to participate. On the site, you can upload images and stories about your pair of Levi's and why you decide to "live in them." Everyone likes to share a story, and Levi's is providing a platform for them.
Levi's goal is to create a worldwide community for those who have great experiences or memories in their product. From looking at some of the submissions and additional videos, they might be on to something.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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