In the summer of 2010, for the launch of the new Square Cut collection, Levi's needed a campaign that would resonate with Hong Kong youth. While the key objective was to increase total sales revenue to counter revenue share drop, other objectives included successfully launching the Square Cut collection, driving Silvercord mall store traffic and sales, driving Levi's brand buzz and improving brand leadership by driving brand engagement
Levi's summoned up the connection between denim, music and youth to develop an online and offline experiential campaign around 'originality'. Innovative, technology-driven packaging played a key role towards connecting online and offline elements and driving traffic to stores. Limited edition packages for the Square Cut jeans inspired by laundry detergent were produced. In these special boxes, consumers would also find premiums such as Soundwashing washing powder formula and Levi's branded headphones. Technology-enhanced packaging played a key role as a traffic driver to Levi's stores for the Square Cut campaign. At an experiential pop-up Laundromat, consumers could scan the barcode on their formula packets to 'soundwash' a pair of Square Cut jeans and create their own music remixes. They could also purchase the limited edition packs of Square Cut jeans.
The campaign successfully increased both sales volumes and revenue. The featured Square Cut collection sold so well that additional stocks had to be sourced to meet demand. Silvercord's store traffic and the number of transactions was significantly increased. Overall sales at the Silvercord Levi's store were up and this positive impact was also felt in nearby stores.
Kotex's business objective was to increase market share and improve its position in the ultrathin segment of the feminine care market, which is expected to grow by 10% and account for half of all purchases in 2011.
The Brand Union Singapore conducted ethnographic research to better understand the drivers of purchase decisions within this demographic and found that design and aesthetics play a key role. A consumer preference study further corroborated that attractiveness and femininity are key preference drivers alongside the more functional attributes of absorbency, comfort and softness. Kotex had developed a new product innovation allowing multi-coloured patterns to be printed onto the pads. But this strategy faced a number of challenges, including modest marketing spend compared to rival brands, a highly aggressive pricing strategy for the new product and the need for innovation and perceived fit of the brand to consumers' personalities. The design objective was to disrupt current category conventions and challenge ingrained consumer apathy with packaging design capable of connecting with young women on an altogether more emotive, empathetic and visceral level, clearly conveying the aesthetic credentials of the new product and prompting a radical reappraisal of Kotex as a brand and the narrowness of previous purchase behaviour.
Just over four months after the launch of Kotex Luxe Colours, Nielsen data showed that its market share had grown more than fourfold and the brand showed a similar increase in value sales at a time when the overall market segment declined. Kotex Luxe has also significantly closed the gap to the number three brand in the market.