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Levi’s 2013 campaign

The Levi's 2013 campaign aims to broaden its target audience by engaging 18 to 34-year-olds in the U.S. through Facebook. The campaign highlights the new Workwear line inspired by Levi's motto "Ready to Work." It includes premium ads running for seven days featuring Braddock residents to capture interest. Consumers will receive insider information on Braddock and a significant 40% discount on Workwear items. Liking Levi's Facebook page grants an additional $10 off. This innovative approach seeks to drive online and offline sales.

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Levi’s 2013 campaign

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  1. Levi’s 2013 campaign By Emily L. Voigt

  2. Objective: • The objective of the Levi’s 2013 Campaign is to expand Levi’s target market. Levi’s is hopeful to make an online presence through to use of Facebook. Facebook will also allow a direct line to Levi’s newest target market. The Campaign will be advertising Levi’s new like called Workwear. The line was inspired by Levi’s work clothing motto “Ready to work”.

  3. Target Market: • To start off 2013 Levi’s hopes to extend the target market of the company to 18 to 34 year old individuals of the U.S. • These individuals, will most likely have a Facebook page. • They may also live on their own or be starting a new family. • They probably are just getting a start in their career or hold a part-time job.

  4. Approach: • To attain our goal Levi’s will run premium ads on Facebook for a total of 7 days. • The ad’s will use the residents of Braddock to grab the consumer’s attention. • Once the consumer has read all the insider information about the Braddocks, provided on Levi’s Facebook page, the consumer will see that Levi’s is having a 40% off sale for the whole week on all Workwear items. • The Facebook page will also advertise that if you “like” Levi’s Facebook page then you’ll receive a free coupon for an additional $10.00 off any Workwear item in the store. • There will be more adds just like the previous one above, except they will be meant for online only and all coupons will expire after 2 weeks.

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