Levi's

The objective

In the middle of launching its capsule collection Levi's x Pokémon, the famous jeans brand wanted to innovate with a physical and digital experience in its flagship store on the Champs-Elysées. Unfortunately, in the midst of the covid crisis, the in-store campaign was cancelled, and only a digital campaign could take place. Sleeq was therefore contacted to come up with a digital experience that would reach a target group interested in the Levi's brand, but also in Pokémon and the design of the collection.

The solution

Our agency decided to set up a TikTok influence campaign, based on a storytelling and a creative concept, using the codes of the platform, but also of the Pokémon universe.

For each selected influencer, a precise brief is set up: "The influencer sees a pokéball appear. He tries to follow it to catch it, and when he finally catches it, the influencer is transformed with the Pokémon collection". In order to ensure that the influencers understand the brief as well as possible, an example video is shot by the Sleeq teams.

Once the videos are finalized and validated by our partner, the influencers publish the videos at one day intervals each. It is thus possible to find in the videos the different items of the capsule: a pair of pants, a sweatshirt as well as a denim jacket with a Pikachu on it, thanks to a redirection link to the merchant website. The contents are produced on a music specially dedicated to this campaign and through the use of the hashtag "#LevisxPokémon" and "#LiveInLevis".

Results

Within a month, the content is performing well, quickly gaining 2 million organic views.

We operated a second deployment, this time on Instagram, with 2 micro-influencers (@lucaasbld and @soleilnocturne__) and a macro-influencer (itsmartinos) with an average engagement rate of 19%.

It is then that Sleeq launches the second part of the campaign on TikTok with the amplification of Ads.

With the addition of an advertising budget, the videos reach a wider audience, reaching 4.2 million views, 865,000 likes and generating over 15,000 clicks on the official retailer's website.

At the end of the TikTok campaign, the results were clear: TikTok was the best promotional and acquisition channel for the Levi's x Pokémon collection and was the main culprit in the collection's 4-day stock-outs.

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