To effectively reach Baby Boomers, I employed a multi-channel advertising strategy:

  • Email Newsletter: Understanding that Baby Boomers primarily use mobile devices to read emails, the campaign’s cornerstone was a targeted newsletter. This medium was ideal for announcing Levi’s new product line and detailing the competition, ensuring direct engagement with the audience.
  • Press Advertising: Despite the digital age, press advertising remains a potent marketing tool, especially for Baby Boomers. Many still enjoy reading newspapers and magazines, making this an effective way to capture their attention and interest.
  • Digital Banners: While digital advertising may not have the same impact on Baby Boomers as it does on younger generations, many still browse the web. Strategically placed banners were designed to attract their attention and drive them to learn more about Levi’s new offerings.
  • Television Commercials: TV remains a powerful medium, capable of reaching a broad audience, including those outside the primary target group. By airing compelling TV commercials, the campaign aimed to generate widespread awareness and interest, potentially expanding the customer base beyond Baby Boomers.

This campaign concept leverages a blend of traditional and digital media to connect with Baby Boomers effectively, presenting Levi Strauss & Co. as a brand that understands and values their unique preferences and habits. By doing so, it seeks to drive engagement, participation in the competition, and ultimately, increase brand loyalty and sales.

Levi Strauss & Co. is one of the most iconic American clothing brands. The objective of the campaign was to introduce a new product category to current and future customers while encouraging them to participate in a Levi's competition.

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Client
Levi Strauss & Co
Release Date
2022