Levi'S: Competition Is Essentially Competition In Culture And Creativity.

The competition of global cowboy brands is essentially the competition of cultural creativity.

The new brand theme "Live in Levi" s needs to be released into reality.

In the current round of brand movement, Levi's has created a wealth of interesting culture through the guidance of natural techniques rather than forced natural interaction with the post-90s, striving for more sympathy with more young people and avoiding the common sense of violation in brand operation.

The world is big and tastes are everywhere.

Many interesting places are waiting to go, many interesting things waiting to be experienced.

In the autumn and winter of 2014, Levi's entered the multimedia field in an all-round way, and launched the theme promotion campaign entitled "Live in Levi s".

Apart from a few traditional media such as poster and TV, the Internet and social networks are more widely used.

and

Communicate on digital platform.

Fans are welcome to share their anecdotes with Levi's jeans.

"Forward-looking, inspiring, bold, and exciting" cultural appeal calls for young people.

The cool culture of "brand, innovation, uniqueness, uniqueness and consumer desire" has also been exposed.

In official WeChat, continue to enable

Shawn Yue and AI Fei, known as Influencer, promote activities.

People can see it all the time with Levi's.

Shawn Yue's interpretation of "Live in Levi s#" is quite simple: "happiness is actually very simple, maybe playing a ball, traveling, swimming and eating in good weather."

For me, happiness is not only a career success, but also a positive and optimistic attitude towards life.

In the official WeChat, "live in #100 hours": "look at the tide people live interesting" - through the different industries of the people to deduce their "fun" Manifesto and equipment.

In the world, we can also see short life videos showing people from all walks of life in Shanghai, Tokyo, New York, Paris and London.

This non celebrity strategy has reduced the sense of distance and has played a better role.

In the channel of "showing off its funny life", WeChat users simply upload their own photos, choose a group from three sets of alternative copywriters, or make their own personality manifesto. In a few seconds, they can make Levi's posters like celebrities in the circle of friends.

In the new movement, Levi's wants to better integrate into life with "fun". During this period, it also exposed some problems: the theme is not fresh, and is too inclusive, and has never set a significant boundary with the "curiosity" culture advocated by the old enemy Lee.