Client Levi’s Hong Kong and China
Project Levi’s World Housewarming Competition
Brief Build excitement for Levi’s new denim collections by using its social networking website to hone in on 15- to 24-year-olds’ need for self-expression.
Project Levi’s World Housewarming Competition
Brief Build excitement for Levi’s new denim collections by using its social networking website to hone in on 15- to 24-year-olds’ need for self-expression.
People TBWA: Nathalie Gaveau, interactive business director; Florence Kong, business director; Esther Wong, group creative director; Pauline Wong, account director; Betty Ho, interactive associate creative director; Juliana Chan, interactive account manager; Vivien Kam, strategist; Andrew Han, strategist, data and analytics; Hoon Kim, art director; Fish Li, interactive art director; Andy Fu, interactive art director; Tony Mak, web designer; Joe Au, senior flash web designer; Ka Ho Chow, senior programmer; Calvin Chow, copywriter
Duration April 14, 2008 - May 16, 2008
Background Levi’s sought to further its reputation as a leading brand for young adults in Hong Kong and China by building its social networking site, Levi’s World, in October 2007. Over time, the site amassed 58,000 users who uploaded profiles, shared stories and created their own Levi-clad avatars.
Through Levi’s World, the brand launched a room-decorating competition, where users could create the perfect living spaces for their avatars, be in line to win ‘housewarming points’ and show off their individual style to their digital peers.
Aim To strengthen brand image by engaging the thousands of Levi’s followers already connected through Levi’s World.
A core group of Levi’s target demographic are young adults who are trendy and creative. The company used its social networking platform to further penetrate its audience.
Execution Recognising young adults’ desire for self-expression, the Levi’s brand focused its online competition around colour and interior design.
Because avatars often wear clothes and display style that their real-life owner wishes they had, Levi’s figured this would be the same for the avatar’s surrounding world.
Users were encouraged to create and decorate their own rooms with the My Room Customisation option following its ‘Colour patches’ campaign. Audiences were given the option to decorate their worlds according to the colours that best represented them: red for energetic, orange for creativity, silver for cool and white for confidence.
Levi’s also provided users with furniture items, wallpaper, floorings and ceilings to complete their best designs.
The designers with the most votes won housewarming points, which gave them bragging rights and a sense of achievement they could share with friends.
Every facet of these avatars’ worlds featured Levi’s, and the company found that extending the Levi’s World experience from a general activity to an active competition better engaged users and fostered better word-of-mouth publicity as audiences wanted their friends to join the network and vote for their rooms.
Levi’s encouraged this by letting members contact their friends on message boards.
Results Participants sent more than 12,000 housewarming invites to friends, of which 98 per cent were answered. During the campaign, more than 10,000 new friends were added to the network. The winner of the competition received 183,000 housewarming points, while the average participant had 4,685.
Levi’s found that the competition was most popular among 11- to 20-year-olds, overall comprising 46 per cent of the competition’s participants.
The brand also learned that most participants preferred the colour silver, followed by red.
More than 53 per cent of the network’s members visited the site more than once.
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