Speaking about manufacturers which were round for a very long time and which have created historical past of their line of operations, in the present day we introduce you…Levi’s.
Moreover making it one of many longest-lived corporations, Levi’s’ revolutionary imaginative and prescient formed not solely its merchandise but additionally its general advertising and social media strategy.
Are you curious to see what ways is Levi’s leveraging in relation to its social accounts? Let’s dive into that!
Levi’s’ social media technique: key takeaways
1. What is Levi’s’ TikTok strategy?
- Levi’s has developed advertising partnerships with TikTok
- One of the brand’s end goals on TikTok is to drive awareness for conscious consumption
- Levi’s creates unique, tailored content to match the platform’s audience and algorithm
2. Insights about Levi’s’ Instagram marketing approach
- Levi’s creates ageless campaigns (designed to resonate with multiple age groups)
- The brand has a video-first content strategy
3. Performance data and analysis of Levis's' social media strategy
1. What’s Levi’s’ TikTok technique?
Levi’s is an iconic model for therefore many causes. It has not solely handed the take a look at of time, nevertheless it additionally performed an vital, revolutionary function within the denim business, being the corporate that created the first-designed girls’s denims.
Being an innovation pioneer, Levi’s doesn’t maintain again in relation to taking dangers to make an influence. Rooted within the model’s core, its explorer facet is definitely detectable in all its communication, particularly on social media.
Leveraging TikTok, at a time when nonetheless many manufacturers are very hesitant in doing so, the model is gaining huge.
Levi’s positions itself as a model of all generations, which is why being current on TikTok was crucial for the corporate.
Whereas serving and entertaining customers of all ages, Levi’s’ social media focus is very directed towards dubbing down on Gen Z – to develop and consolidate the model’s subsequent fanbase.
@levis giving these 501s a little bit little bit of spice 🤌 #Levis501 #liveinlevis ♬ original sound – Levi’s
Levi’s has developed promoting partnerships with TikTok
Rapidly adapting to the truth of the COVID-19 pandemic, again when it began, Levi’s noticed the chance of capitalizing on TikTok’s rising reputation and began experimenting with ads within the platform.
Levi’s was really one of the first retailers to use TikTok’s “Shop Now” buttons that allow consumers to make purchases through links posted to TikTok. Which, based on the model, was a profitable tactic for producing excessive engagement and site visitors to the corporate’s web site.
Collaborating with creators for the execution of these promoted movies, Levi’s afterward ran these as in-feed adverts.
Killing two birds with one stone, as in having the ability of influencer marketing increase these adverts, Levi’s confirmed what a sensible means of doing TikTok marketing appears like.
One of many model’s finish targets on TikTok is to drive consciousness for acutely aware consumption
With fashion being one of many fastest-changing industries, Levi’s’ survival by the a long time whereas succeeding in retaining its signature denims (the 501 mannequin) a traditional is kind of spectacular.
Given the these days crave for classic objects because of the huge authenticity want of the youthful generations, on TikTok, Levi’s shouldn’t be solely highlighting its core piece however thinks of the longer recreation.
@levis @nico1eodeon styling the 70’s Excessive, however with a twist of ✨time journey✨ #70sfashion #liveinlevis ♬ original sound – Levi’s
Proving the model’s merchandise can simply resist by the ages, versus a lot of the present fast-moving vogue manufacturers and trends, Levi’s is about on exhibiting how the creation of extra qualitative merchandise can, ultimately, cut back waste and save treasured assets. Altogether with acutely aware consumption.
That’s why, in an effort to encourage it, one of many content material pillars of Levi’s’ TikTok technique consists of suggestions, hacks, and concepts of the right way to give outdated denim a brand new spark and look.
@levis We purchase 17x extra clothes than 15 years in the past. Offset your influence by reinventing outdated denim with a brand new look 👖 #buybetterwearlonger #tiedye ♬ original sound – Levi’s
Levi’s creates distinctive, tailor-made content material to match the platform’s viewers and algorithm
When began creating content for TikTok, Levi’s put a variety of effort into understanding the platform’s viewers, the consumer’s wants, and preferences, altogether with the platform’s algorithm.
Capitalizing on the community’s extremely entertaining nature, Levi’s’ TikTok technique consists of posting, on the one hand, fairly useful movies showcasing outfit concepts and on the opposite, humorous movies associated to the model’s story.
To not point out the academic movies concerning acutely aware consumption that we already talked about.
@levis 56 years outdated however nonetheless age-less 👌 #buybetterwearlonger #vintagelevis ♬ original sound – Kevin Hart
If we had been to deconstruct Levi’s’ TikTok content material creation sample, right here’s what we’d encounter:
- a mixture of longer and shorter movies (starting from 10 to 40 seconds);
- a utilization of major unique sounds;
- very brief captions;
- an insertion of just one hashtag per video.
@levis You needed to be there #501originals ♬ Jeans On – Levi’s
2. Insights about Levi’s’ Instagram advertising strategy
Levi’s’ unity in communication is seen throughout all its social channels.
Whereas creating totally different content material tailor-made to every platform’s specificity and audiences, the model leverages on Instagram kind of the identical ideas we’ve recognized in its TikTok technique.
Nonetheless, from a look, it appears like Instagram is the model’s go-to community for extra consolidated and longer-run campaigns.
Levi’s creates ageless campaigns (designed to resonate with a number of age teams)
Celebrating 150 years of existence of its star mannequin, Levi’s created a marketing campaign that encapsulates the model’s journey and id, altogether with their clients’ tales.
The #150YearsOf501 marketing campaign, for instance, with its echoing motto – “The best story ever worn” makes for a kind of concepts that can be remembered by time and that’s not certain to a specific place, age, or different particular borders.
In making its Instagram campaigns, Levi’s often embodies its clients of all ages' experiences to focus on it’s a model of a number of generations, able to being related for all age teams in each’s specific means of decoding the world.
The model has a video-first content material technique
Capitalizing on the excessive demand for video content, Levi’s’ social media technique aligns with this new development of consuming data, closely integrating Reels into its posting.
As for the Reels created, the model’s video supplies are largely acutely aware consumption consciousness movies and time-capsule wardrobes meant to encourage Levi’s’ clients to type their outfits in a timeless means.
3. Efficiency information and evaluation of Levis's' social media technique
With Levi’s’ advertising technique sharpening its deal with Gen Z to consolidate the following fanbase, it’s fascinating to see how the model’s Instagram, which is a extra “assembled” account, performs in comparison with its TikTok.
This very motive might be the motive why, over the previous three months, Instagram outnumbered the engagement gained by Levi’s on TikTok.
And absolutely Levi’s’ anniversary marketing campaign on Instagram additionally had one thing to do with the engagement information we’ve seen.
How do we all know this?
Wanting on the common engagement price, which is greater for TikTok, we will perceive that, general, TikTok performs higher than Instagram.
Nonetheless, with an ongoing marketing campaign on Instagram, it's comprehensible why, for a specific timeframe, Instagram could also be delivering higher outcomes. Clearly, as a result of there are a number of assets invested into that channel for that particular interval.
Now let's clarify how we uncovered these insights and how one can apply the identical ways to spy in your opponents' campaigns.
Through the use of Socialinsider's Campaigns function, which mechanically allows put up tagging primarily based on the consumer's desired standards, we analyzed the efficiency of the posts that had been a part of the #150YearsOf501 marketing campaign throughout TikTok and Instagram.
Since leveraging TikTok and Instagram Reels, Levi’s has had an amazing improve in content material.
Testing and discovering what’s working for the model and what’s not might be considered one of Levi’s’ main successful social methods, as there’s an crucial have to rapidly adapt to the traits and to what the customers are interested in.