Posts tagged #Razorfish

The People Advertising: Levi's Case Study

Recreating/reestablishing a iconic American brand like Coca-Cola, Ford or Harley Davidson has got to be gut-wrenching for any agency. But when Razorfish was tasked with giving Levi's an injection of Americana I'm sure there was an Art Director vomiting somewhere in that building. Below is an attractive case study that ropes you into the mindset of a killer Forth of July marketing campaign to celebrate the world's blue-collar uniform.


FEED: The 2009 Razorfish Digital Brand Experience Report

View more documents from IN2marcom .com.

Key Findings:

  • "For brands to digitally engage consumers today, they must not only stand for something but also do something. Branded experiences (or actions) are the new advertising."
  • "according to our study, consumers don’t want a conversation with brands—they want deals. Of those who follow a brand on Twitter, 44% say access to exclusive deals is the main reason. The same holds true for those who “friended” a brand on Facebook or MySpace, where 37% cite access to exclusive
    deals or offers as their main reason."
  • "Consumers clearly don’t believe that digital is a one-way medium, either. A surprising 69% of them have provided feedback to a brand, either through its web site or a thirdparty service like"
  • "According to our findings, those who follow a brand on Twitter seem to be engaged beyond deals or customer service: 23% cite “interesting or entertaining” content as their main reason. Perhaps this points to the emerging trend of brands needing to become content providers to better connect with consumers. Given a recent report from Penn State’s College of Information"
  • "GroupM predicts that, in 2010, digital will represent 17% of the U.S. advertising marketplace, making it the third largest medium in the United States"

And then their is sea of juicy charts at the end for those of your to whom like to whore such sited data for your presentations – like me : )