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May 8, 2024
(Updated on
Mar 25, 2024

Levi's First Major Brand Campaign With New Marketing Strategy

Levi's welcomed a new Chief Marketing Officer (CMO), Kenny Mitchell, who has wasted no time in releasing his first major brand campaign. Having joined Levi's just nine months ago, Mitchell brings with him a wealth of experience and expertise in marketing and brand management.  

Under Mitchell's leadership, Levi's has introduced a bold and innovative campaign titled "The Floor Is Yours." This campaign represents a departure from traditional marketing approaches, instead focusing on capturing the essence of movement and progress. Mitchell and his team have worked hard to find the heart and soul of Levi's brand, which they call the "unofficial uniform of progress." This campaign is a big step forward in Levi's marketing plan. It combines the brand's long history with a new way of looking at movement and growth.

Credit: Levi's

The "The Floor Is Yours" ad uses dance as a strong metaphor for movement and change, which fits with Levi's long history of supporting social progress and activism. The campaign shows a group of friends dancing to break free from the limits of everyday life in a lively 60-second ad directed by Omar Jones and performed by Sherrie Silver. This design fits with Levi's philosophy of empowering and expressing oneself, making it appealing to a wide range of people around the world.

One of the best things about the campaign is that it was made in collaboration with Grammy-winning artist Kaytranada, who gave the ad an unreleased track that features Channel Tres. This partnership gives the marketing a new and interesting twist that makes it even more appealing to customers. Along with the ad, Levi's has started the #LevisOpenCall, which lets dancers from all over the world try out for the role of lead in Kaytranada's music video.

The campaign's multi-channel strategy ensures broad reach and engagement, with the ad set to run across various platforms, including broadcast TV, streaming services, online video, social media, out-of-home, and print media. This comprehensive approach reflects Levi's determination to connect with consumers wherever they are, leveraging digital platforms like TikTok and Instagram to maximize impact. Behind the scenes, Levi's has partnered with TBWA\Chiat\Day, its new creative agency, to bring the campaign to life. By leveraging digital platforms like TikTok and Instagram, Levi’s ensures that the campaign resonates with its target audience, even in the face of potential disruptions such as a TikTok ban in the U.S. Mitchell emphasizes the brand's agility in adapting to evolving consumer behaviour, reaffirming Levi’s commitment to meeting its audience wherever they are. The success of Levi’s "The Floor Is Yours" campaign underscores the brand's enduring relevance and ability to innovate while staying true to its core values.

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