Levi's collaborates with dancers Melvin Louis, Shakti and Mukti Mohan to spread the message of hope and faith
As part of the campaign amplification strategy, the brand undertook the influencer marketing route and made the Mohan sisters and Louis dance on the brand's most famous Makeba song
Earlier in June, Levi’s extended its global campaign ‘Circles’ in India to spread the message in the world to keep faith and remain hopeful, which will make us all stronger. The campaign, which was customised for the current pandemic situation, celebrated the fact that humans are more alike than different, and the differences only make them stronger.
The campaign video:
People out there continue to stay safe so that they can once again meet friends and family, dance and listen to music together, go out to eat, watch a movie, take a trip, and soak in other cultural experiences. A life that comprises the little things that bring joy and happiness and that “one day soon, we will all dance together again.”
More recently, in India, the brand collaborated with ace dancers Shakti and Mukti Mohan and Melvin Louis to amplify the latest version of the campaign. They danced on the Makeba song and invited their friends and audience to show their moves on the same.
The Makeba song sung by artist Jain is Levi’s world-famous song of Circles campaign that topped the music charts in various countries. The ‘Circles’ campaign has been widely lauded for the way it celebrates both individual expression and community.
These choreographers have a huge follower base and audience type that perfectly matched the brand’s target audience. According to Sheeko Brandscore, through the influencer post, Levi’s was able to garner more than 1.5 million reach in an estimated media value pegged around Rs 10-15 lakh.
Sheeko Brandscore graph of the brand’s performance on Instagram for May-June:
As visible from the Sheeko Levi’s graph, the brand was not much active digitally during the lockdown.
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