Levi 'S Tmall Super Brand Day Will Turn Clothing Marketing Into Fans' Carnival.

Popular and often the most outdated.

The seemingly unyielding "rule" of the trend culture circle is not true in Levi's.

Since 1853, the first pair of jeans has been created. Now, after the 1.5 century, Levi's is still one of the fashion symbols in the world.

In the clothing industry, Levi's has become an old legend.

In 2019, after creating the jeans for the 1.5 century, Levi's continued to do things in the fashion industry.

In January 19th, Levi's Tmall super brand day defined the new way of dress marketing.

The perfect unification of spokesperson and brand tonality

This time, Levi's worked with Cai Xukun.

In 2018, Cai Xukun's name, like a whirlwind, innovated the aesthetic concept of the younger generation while creating the highest flow.

Cai Xukun is well known, coming from a draft variety show, but he has gone far beyond the boundaries of a draft show that can bring an artist.

He is a musician, an idol, a performer, and a music DJ. He keeps breaking through himself and innovating.

Any of the artists who stand in the focus of public opinion face numerous questions and criticisms, but Cai Xukun, who continues to occupy the top of the micro-blog topping list, does not fear speech, publicize freedom, dare to break through, and be loyal to himself. He will never be willing to give his frame, always do what he wants to do, change from the singer, Producer to DJ, and Cai Xukun is fearless and taboo in his world.

One is the definition of idol artists, no taboo, unlimited possibilities; one is the definition of jeans, always open up, always popular.

The new spokesperson and brand of the year have achieved the perfect unity of tonality. For a successful marketing, it is one of the most critical "infrastructure" for spreading the brand mentality, and is also the most important card of the Levi's Tmall super brand day.

"Turn marketing into feedback from fans."

How can Levi's Tmall super brand days be played? The idols live, unlock exclusive video benefits, release new MV, offline activities, Levi's Tmall super brand days seamlessly connect the entertainment industry, and turn a fashion brand marketing into fans' feedback.

Levi 's pformed Cai Xukun's music attitude into custom graphics, printed on the jacket, and then hidden in the pattern of his special editing music documentary through AR intelligent black technology. If you scan the AR buy pattern with your hands, you can see Cai Xukun's exclusive documentary.

At the same time, this operation is related to pre-sale, linkage hand dome, fans for 18 consecutive days for Cai Xukun heat call, can unlock exclusive video rights, greatly mobilized the enthusiasm of fans.

Online video material and picture materials are the standard of marketing. For artists' endorsement marketing, the offline activities of artists are guiding the fans to carry out the two communication tool. Each activity will not only produce a large amount of flat and video materials, but will also greatly promote the two creation of fans.

On the evening of January 19th, Levi s joined the Tmall super brand day to create the "no WAIT taboo night" and the "WAIT WAIT WAIT" new MV global debut offline activities, which is a surprise night for fans. Cai Xukun's Avatar show guests appeared on the immersive audio night scene, and the new WAIT video of WAIT WAIT WAIT was launched at the scene.

Fans who failed to come to the scene were not forgotten. They could live online through Taobao live. They could feel the charm of the idol with the fans. They could see that the first time the get idol was sold at the same time.

During the activity, through live broadcast, AR interactive dressing mirror and so on, fans experience the upper body effect of Cai Xukun and Feng Chen Wang designer, and finally lead to the Levi's x Feng Chen Wang new spring joint series of purchase jump, completed the fan circle efficiency extended to social effect fission.

A Tmall super brand day event successfully pformed an artist's fans into a brand user.

The Levi 's joined Tmall super brand day to successfully complete the pre-sale diversion, and Levi' s launched the online trial of the customized product online. It sold out immediately on the line. During the period of cooperation, the cumulative growth rate of the 18-25 year old user even surpassed Tmall's 11 data.

"Innovative products + experiential consumption", and stepping up the trend of consumption structure upgrading.

The success of the Levi's Tmall super brand day has two perfect steps to upgrade the current consumption structure.

At present, the two major points of upgrading the consumption structure are: innovative commodity consumption, and the other one is service consumption, and the latter is an important way to experience consumption.

With the development of artificial intelligence, Internet, cloud computing and big data technology, the endless stream of innovative products is the inevitable result. For consumers, this is a huge welfare, and it is a challenge for brand marketing.

Experiential consumers are the products of the new generation's consumption concept and lifestyle. These two aspects bring new topics to the current brand and platform.

The Levi's Tmall super brand day, from the product level, Levi's x Feng Chen Wang new spring joint series and AR black technology linkage, gives the innovative commodity consumption experience; and Cai Xukun exclusive welfare, offline activities, live interactive marketing and other marketing forms, accurately capture the characteristics of consumers' personalized labels, circle membership, self identity, interaction needs, social attributes and so on, and gives a successful demonstration of experiential marketing in the quality era.

All of these return to the essence. For the brand side, it is the dissemination and penetration of brand mentality and tonality, and is the guide and display of the latest consumption trends and product trends for consumers.

This is the goal of Tmall's super brand day, providing brand tonal promotion and brand image building for brand players, and conveying new life ideas for users.

Since its birth in 2016, Tmall's super brand day has landed 300 activities, creating the exclusive "double 10" Carnival for Martha Lahti, OPPO, Vans, CASIO, Starbucks, Biotherm, Atelier Cologne and so on.

Consumer demand is always updating, brand iteration and platform marketing are always ready to be redefined.

In this sense, the Levi's Tmall super brand day is a successful attempt for consumer entertainment marketing in the era of Internet creation.