Vitasoy is an old and trusted brand in Hong Kong, with 70 years of history, but in 2010 its core consumers were young people in their 20s who saw the brand's communications as more relevant to parents and older adults. Vitasoy's challenge was to connect with this younger generation and improve its monthly consumption rate compared to other non-alcoholic drinks.
In recognition of the brand's 70th anniversary, Vitasoy created 70 limited-edition packs that carried special 'instant' messages, offering consumers the chance to pass these messages to friends - a real-world mimicry of instant messaging. Customers could also fill out their own messages on special blank packs, a line of fridge magnets helped keep the campaign alive, and special message stickers that could be attached to Vitasoy packaging were also available in popular magazines. Through its website, Vitasoy encouraged consumers to create customised pack designs and upload them to blogs and Facebook.
In the first two weeks of the campaign, year on year sales increased by 40 percent. For the month of March, the brand's volume share grew to a three-year high, and all 40,000 fridge magnets sold out within two days. The campaign earned 19,000 fans on Facebook, while 7,000 fans supported one person's independently created Facebook app. The campaign generated more than HK$1 million worth of PR coverage.
While Levi's has long been an icon for original denim and "Western culture," in recent years competing brands such as Lee and Texwood, which were traditionally second tier denim brands in developed countries, have deliberately entered China as first tier brands, pricing themselves in the same segments as Levi's. The strategy has been strikingly successful and Levi's market share has suffered. Tasked with reinstating their leadership gap between their competitors, Levi's launched a new collection with the goal of increasing sales revenue by 10 per cent.
A demographic of fashion forward, creative young people was targeted for engagement. A new dark-toned denim collection called "After Dark" was designed as the night-time costume for this free spirited slice of the youth market and the "Rule the Night" campaign was launched to promote the new line. Central to the campaign was a 'choose-your-own-adventure' interactive video that let viewers choose and rule their own night adventure. Posted to Tudou, the interactive video series began with a choice of five settings and each step took the user deeper into the experience, with 35 unique endings possible. Over 65 hours of content was filmed for the production and celebrity icons Shawn Yu and Gao Yuan Yuan played lead parts.
Within one month, over 2.4 million videos were played by over 130,000 unique players on the Tudou site - an average of 18.5 videos per player (Tudou data). At an average 30 seconds per video, that equals to nine minutes and 15 seconds of intense engagement with each player. The total number of Levi's jeans sold during campaign period increased by 30 per cent. This was done while average price per jean sold was not compromised, but rather increased, indicating a strengthening of brand demand and the premium it commands.
With niche denim brands growing in popularity, Levi's Hong Kong market share had slipped to 47 per cent in 2009 from 69 per cent in 2007. Thus, Levi's set a key target to increase total sales revenue by 8 per cent in the summer of 2010 by reconnecting with the coveted local "Post-80s" youth market.
As Levi's has always been associated with rock n' roll, a new line of 'Square Cut' jeans was conceived to appeal to the indie-minded target market, with each new model named after an original music genre or song, such as 'Doo-Wop' or 'Heartbreak Hotel.' Levi's then gave customers the opportunity to create their own original mark for their jeans via music remixing, coining the concept "Soundwashing." First, a video of the popular local indie band Mr being "Soundwashed" in a special machine was posted to Youtube. Interactive magazine cover-wraps then invited youth readers to download a new Soundwash iPhone app and attend a gorilla street event in Mong Kok, where well known local DJs played remixed songs using a washing machine boom box. The campaign culminated with the installation of a popup "Laundromat" in the Silvercord Mall, where players could use event-purposed "washing machines" to scan the barcode on washing powder packets to Soundwash a pair of Square Cut jeans and create their own music remixes. Jeans were packaged in limited edition detergent boxes, which included a pair of Soundwash branded headphones, and a series of washing powders.
A 16 per cent increase in total revenue from the previous year was achieved. Overall sales at the targeted Silvercord Levi's store shot up 80 per cent. Brand buzz was enhanced, with over 60,000 online conversations about Levi's and Soundwash generated within three weeks.