Levi's case study: Pure Jeanius
05 Feb 2010|Added Value
Jeans are personal. Ask any one about their favourite pair. They’re an expression of who you are. From bootleg to skinny. Low rise to flare. An expression of the individual.
Nothing new to Levi’s, a brand that’s always been about making a statement. The challenge was to find the opportunities. So we built a community of individual Jeanius. A global digital community. Musicians, photographers, stylists and graphic designers. Whose lives are about self-expression. Poetry. Art. From Cape Town to Moscow, Sao Paulo to Seoul, New York to Tokyo.
Like many social communities, they shared ideas, participated in forums, created videos and checked out the competition. The Levi’s® global team followed the conversation 24/7. And then we fed the insights, ideas and videos into an epic five-day brainstorming session in Amsterdam.
What did the community want? A lot.
A dialogue with Levi’s® designers ideally as avatars on Levi.com.
A denim ‘Graceland’ where their ‘loved to death’ jeans could be resuscitated.
A Jeanius bar in store to personalise on the fly.
3D bodyscanning for the ultimate personalised fit etc.
What are Levi’s ® progressing? Watch this space!
How did we Add Value?
We mainstreamed the burgeoning online social community phenomenon and helped Levi’s® create a digital space that could not only help them communicate with their audience, but use that space to for innovation inspiration.
What did the client say?
“The ‘Global Community Secure Web Blog’ brought into play by Added Value was cutting-edge technology wrapped in thrilling magic. The technology informed us on what is possible – the magic hinted on what is imaginable.”
Alberto de Conti – Director: Levi Strauss & Co Innovation Europe
“Added Value’s approach to connecting globally with consumers was innovative, inspiring and very insightful. Having the opportunity to connect live with consumers from around the world via the blog provided us with a real time opportunity to better understand their needs and desires.
“The blog community and home videos were a great way to really meet the consumers. The methodology provided us with a very creative, informative and cost-effective approach to connecting with consumers globally and generating great ideas.”
Kris Tulin – Senior director: Levi Strauss & Co Global Innovation