Millennials are hot property now. Last month, the iconic maker of jeans, Levi’s signed on grammy-winning singer Alicia Keys for the launch of its new women’s collection. Ad Age reported that the marketing campaign was the company’s largest-ever effort aimed at women since it debuted its first pair of women’s jeans in 1934. Alicia proclaims that ‘all women are naturally badass’ in the launch spot, while she demonstrates how she ‘lives in Levi’s’.
Levi’s has now extended its ‘Live in Levi’s Project’ by bringing on board 5 more singers – Japan’s drumming sensation, Kavka Shishido; Indie Rock icon, Kurt Vile; Pop princess, Ryn Weaver, new school rocker, Benjamin Booker, and twin sister act, Ibeyi.
The ‘Live in Levi’s Project’ has a website that showcases each artist’s style. Viewers have been encouraged to share their own style on Facebook, Instagram or Twitter, using the hashtag #LiveInLevis.
Levi’s and Alicia are making all efforts to positioning Levi’s as THE jeans for millennials. The brand’s social media pages as well as Alicia’s are sharing about the new project, and inviting people to join in too. All the pictures shared on social media hashtagged #LiveInLevis are being added on to the campaign website.
— Levi’s® (@LEVIS) August 1, 2015
— Levi’s® (@LEVIS) August 3, 2015
— Alicia Keys (@aliciakeys) August 3, 2015
The brand had launched the Live In Levi’s Project last summer by highlighting the lives of Sleigh Bells singer Alexis Krauss, tattoo artists, barbers and street-style star Julia Sarr-Jamois. That effort offered viewers the ability to click to buy whatever struck their fancy as they viewed vignettes of those who “live in Levi’s.”
Bringing on board Alicia Keys and now five more young musicians to the “Live in Levi’s” project has further added impetus to the brand positioning. Inviting people to share their own pictures of how they #LiveInLevis helps create a load of user generated content for Levis.
Levi’s is apparently on its way to making Levi’s as the jeans to live in, if you are the young, free-spirited soul. Cool marketing to the millennial generation!