Levi’s tweaks offline media buys to accomodate online success
Brandweek has a story about how Levi’s has instructed its lead ad agency to change course in order to accomodate the success of this video:
“[Jumpin' In] was supposed to be a small seeding activity,” said Robert Cameron, vp-marketing at Levi Strauss, San Francisco. “We didn’t know it was going to blow up. So we’re meeting with [lead agency] BBH on how to chase this. What do we do to adjust the strategy and ride the wave?”
I think that’s the right way to look at it. You never know when this kind of video is going to blow up, and lots of campaigns misfired by assuming that theirs will. But you do get lucky, you need to move quickly in order to take advantage.