Speaking about manufacturers which have been round for a very long time and which have created historical past of their line of operations, at this time we introduce you…Levi’s.
Apart from making it one of many longest-lived corporations, Levi’s’ revolutionary imaginative and prescient formed not solely its merchandise but in addition its general advertising and marketing and social media technique.
Are you curious to see what ways is Levi’s leveraging in terms of its social accounts? Let’s dive into that!
1. What’s Levi’s’ TikTok technique?
2. Insights about Levi’s’ Instagram advertising and marketing method
3. Efficiency knowledge and evaluation of Levis’s’ social media technique
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, but it surely additionally performed an necessary, revolutionary function within the denim business, being the corporate that created the first-designed ladies’s denims.
Being an innovation pioneer, Levi’s doesn’t maintain again in terms of taking dangers to make an impression. Rooted within the model’s core, its explorer facet is well 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 large.
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 extremely directed towards dubbing down on Gen Z – to develop and consolidate the model’s subsequent fanbase.
@levis giving these 501s a bit little bit of spice 🤌 #Levis501 #liveinlevis ♬ unique sound – Levi’s
-
Levi’s has developed promoting partnerships with TikTok
Shortly adapting to the truth of the COVID-19 pandemic, again when it began, Levi’s noticed the chance of capitalizing on TikTok’s rising recognition and began experimenting with adverts throughout the platform.
Levi’s was truly one of many first retailers to make use of TikTok’s “Store Now” buttons that enable customers to make purchases by hyperlinks posted to TikTok. Which, based on the model, was a profitable tactic for producing excessive engagement and 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 advertising and marketing increase these adverts, Levi’s confirmed what a sensible means of doing TikTok advertising and marketing appears like.
-
One of many model’s finish targets on TikTok is to drive consciousness for acutely aware consumption
With style being one of many fastest-changing industries, Levi’s’ survival by the a long time whereas succeeding in holding its signature denims (the 501 mannequin) a traditional is sort of spectacular.
Given the these days crave for classic objects on account 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 ♬ unique sound – Levi’s
Proving the model’s merchandise can simply resist by the ages, versus a lot of the present fast-moving style manufacturers and developments, Levi’s is ready on exhibiting how the creation of extra qualitative merchandise can, in the long run, cut back waste and save valuable sources. Altogether with acutely aware consumption.
That’s why, with the intention to encourage it, one of many content material pillars of Levi’s’ TikTok technique consists of suggestions, hacks, and concepts of how you can give outdated denim a brand new spark and look.
@levis We purchase 17x extra clothes than 15 years in the past. Offset your impression by reinventing outdated denim with a brand new look 👖 #buybetterwearlonger #tiedye ♬ unique sound – Levi’s
-
Levi’s creates distinctive, tailor-made content material to match the platform’s viewers and algorithm
When began creating content material for TikTok, Levi’s put a number 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, relatively useful movies showcasing outfit concepts and on the opposite, humorous movies associated to the model’s story.
To not point out the tutorial movies concerning acutely aware consumption that we already talked about.
@levis 56 years outdated however nonetheless age-less 👌 #buybetterwearlonger #vintagelevis ♬ unique 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 main unique sounds;
- very quick captions;
- an insertion of just one hashtag per video.
@levis You needed to be there #501originals ♬ Denims On – Levi’s
2. Insights about Levi’s’ Instagram advertising and marketing method
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.
Nevertheless, 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 type of concepts that will probably be remembered by time and that’s not sure to a selected place, age, or different particular borders.
In making its Instagram campaigns, Levi’s normally 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 every one’s specific means of deciphering the world.
-
The model has a video-first content material technique
Capitalizing on the excessive demand for video content material, Levi’s’ social media technique aligns with this new pattern 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 model their outfits in a timeless means.
With Levi’s’ advertising and marketing technique sharpening its give attention to 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 cause 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 knowledge we’ve seen.
How do we all know this?
Trying on the common engagement charge, which is increased for TikTok, we are able to perceive that, general, TikTok performs higher than Instagram.
Nevertheless, with an ongoing marketing campaign on Instagram, it is comprehensible why, for a selected timeframe, Instagram could also be delivering higher outcomes. Clearly, as a result of there are a number of sources 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 rivals’ campaigns.
By utilizing Socialinsider’s Campaigns function, which mechanically permits submit 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.
Closing ideas
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 one in every of Levi’s’ main profitable social methods, as there’s an crucial have to rapidly adapt to the developments and to what the customers are interested in.
