The clothing company positioned itself as a relevant brand among its target audience of Mexican style-seekers by running an Instagram video and photo campaign to generate interest in its iconic products.
Levi’s is a pioneering jeans brand at every level: product, category and lifestyle. It aims to connect with men and women who feel an affinity with clothing, who know about the latest trends, but follow their own style.
ower cost per video view compared to other platforms
increase in ad recall
increase in sales
The brand wanted to generate relevance among its Mexican target audience, establish itself as a way of life, and present its new women’s line to increase sales.
To position itself among its target audience of young adults aged 18–35 who live in Mexico and are interested in music, art, festivals, jeans, shopping and clothes, Levi’s ran an Instagram campaign called #LiveInLevis. The campaign consisted of carousel photo ads, as well as short video ads.
The ads presenting the new Levi’s collection had three focal points: use, style, and personalization. This not only helped generate recognition through reach and frequency, but it also gave the audience ideas for how to use its products. This fast, easy-to-watch ad content was exactly what the young people in its target audience wanted to see.
The short videos, which were shown exclusively on Instagram, achieved a 68% lower cost per view compared to other platforms. Ad recall also increased by 6% versus a control group. Sales of the new women’s collection increased by 30% in retail stores. The campaign also put Mexico into the top spot for brand recall out of all the countries where Levi’s operates.