Group Discussion Week 10 Group 7

 Case: Levi’s and Pinterest

Levi’s: A clothing brand founded in 1853, which is famous for its jeans products.

Pinterest: A discovery and bookmarking platform founded in 2010, which allows users to post, search, and save creative ideas in daily life, such as fashion and recipes.

The case was successful. 

For Levi’s:

Pinterest built tags about Levi’s to invite users to share their outfits with Levi’s products, which brought Levi’s more brand exposure. In addition, posts from consumers helped Levi’s to promote its personalised and customised services.

The co-branding offers an authentic and individualized brand relationship, which is difficult to come by in an increasingly digital environment. Pinterest offers Levi's a leading social platform with millions of users interested in visual offerings, and Levi's meets these needs with digital personalization and visual-focused boards.

For Pinterest:

The campaign about Levi’s on Pinterest reinforced the “lifestyle share” value proposition of Pinterest which makes the branding more impressive to users. Also, when users posted their outfits with Levi’s on the platform, the posting and content volume increased, which brought the most direct profit to Pinterest. Besides, this co-branding could develop more potential users who are customers of Levi's but have not been using Pinterest.