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Case Study

Levi's® Diva Rule

Brand strategy, digital marketing, interactive experience
Levi's®

Pairing Bollywood and high fashion for a sizzling brand experience

The Challenge

  • Create a high-impact, digital campaign to launch and position Levi's® Diva collection—a new line of fashion-inspired, sexy yet sophisticated women's premium denim wear.
  • Generate digital buzz and drive online traffic with an innovative, highly interactive user experience.
  • Capitalize on the cachet of the Diva line's designer, Tarun Tahiliani, a leading player on the fashion scene, and Bollywood's Priyanka Chopra, the Diva line's celebrity ambassador.
Pairing Bollywood and high fashion for a sizzling brand experience

The Interakt Solution

Turning on the star power

Turning on the star power

Interakt leveraged the popularity of a Bollywood diva and the celebrity of a top-name fashion designer to create the Diva Rule campaign—a virtual photo shoot that engaged wannabe fashion photographers in a one-on-one session with the brand's enormously popular and undeniably sexy spokesperson, Priyanka Chopra.

Personalizing the experience

As inspiration prior to the photo shoot and to ensure that the product—the Levi's® Diva line—captured its share of the spotlight, each participant received a personalized note from fashion designer Tarun Tahiliani describing his unique vision for the line and the importance of capturing its stylish spirit in the photo images.

Personalizing the experience
Driving traffic and membership online and off

A closed-set shoot

Built around a digitally-recorded modelling session featuring Ms. Chopra in denim, the interactive experience allowed participants to click and capture up to 20 still digital images of their favourite poses and then convert them into a fashion photo spread to share with friends on social media.

A comprehensive campaign

With the microsite as its centerpiece, the campaign also included numerous other digital assets: electronic direct mail and media banners to drive traffic, and blogs on high-visibility, fashion-focused sites to raise awareness and interest. Members of the Levi's® Loop affinity program were also given exclusive advance access to the new fashions online.

A comprehensive campaign

The Results

  • +
    email IDs acquired
  • +
    galleries created
  • +
    contributing site hits

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