The recent news regarding Facebook’s offer to acquire teen-savvy messaging app Snapchat for 3 billion dollars is an important reminder of how quickly the social media landscape can change and how quickly brands need to respond.
For marketers seeking to reach the youth audience, understanding and reacting nimbly to shifts in consumers’ online habits is critical to success. Case in point: Levi’s #501 campaign launched earlier this year to re-introduce the 140-year old 501 Jean brand to the youth audience.
In partnership with their agency Wunderman and leveraging Thismoment’s technology, Levi’s successfully created a beautiful, interactive experience that showcased users’ interpretation of the 501 jean by asking them to create and share photos via Instagram and Twitter. Low barriers to entry, such as Twitter and Instagram hashtags and media partnerships, helped drive awareness for the #501 campaign and ultimately re-connect youth to the storied brand with massive social engagement.
For more information on the #501 campaign watch the video below. Bonus: download the Levi’s #501 case study here.
Consider these top learnings from the Levi’s case study:
- The where and the how – the key here is to understand which channels are most frequented by the target audience and how that behavior can be leveraged for your digital campaign.
- Create the optimal viewing experience – make it easy for users to interact and participate in your campaign across all display sizes and device types. Don’t discriminate based on the size of the screen!
- Lower the barrier entry – ensure that you leverage hashtags that allow users to submit content via channels that they’re already using (Instagram, Twitter, or Vine) without the need to log in to an additional social network.
- Don’t send people to an empty room – remember to populate your brand experience with content that will help seed social conversations and participation.