Case Studies - Levi’s

Client: Levi’s

Agency: Slice Communications

Campaign: Mystery shopper campaign

Brief:

To evaluate levels of branding for a Levi’s marketing initiative, within selected record shops, bars and hair dressers who were running a co-promotion with the new Type 1 Levi’s jeans.

Target Audience:

Staff working at selected style bars, fashionable hair dressers, and independent music / DJ record stores.

Campaign Description:

Levi’s gave free pairs of jeans to staff working at a range of stylish / trendsetter city centre stores across the country. In return, the staff there were supposed to wear them every day while the TV campaigns were running, whilst the music DJ record shops were to insert Levi's flyers into the record sleeves, and branded slip mats onto the turn tables.

Our mystery shoppers visited each of the selected venues within each city, simultaneously across 10 major UK cities, nationwide. The teams covertly recorded how many staff were wearing the jeans, and what Levi's branding was visible. After the records were made, they introduced themselves to the managers to get feedback on their results, and to take photos of each of the stores. The data was later collated into a detailed report, with evaluations, charts, photos and recommendations for every location.

Results:

• All 100 stores across 10 cities were evaluated and reported on, on the same day.
• Detailed records, feedback and evaluations were made from every location.