Brand Storytelling As An Integrated Marketing Communication Tool: A Case Study of “Levi's The Greatest Story Ever Worn”

Marketing activities influencing customers' purchasing behaviours have moved to a new dimension today. Businesses utilize innovative marketing strategies beyond traditional methods to promote their products or services. Nowadays, consumers consider not only the quality of a product but also the emotional bond they have established with it when making purchasing decisions. That is why businesses use a comprehensive communication strategy that combines advertising, marketing, sponsorship, fairs and exhibitions, and traditional marketing techniques to promote their products or services. As a result of this strategy, storytelling has become an essential tool in 'integrated marketing communication' activities. This study discusses Levi's company's campaign, 'The Greatest Story Ever Worn', in cooperation with the Droga5 advertising agency. The primary purpose of the research is to find out how storytelling is being used in terms of integrated marketing communication in this campaign inspired by true stories. In this context, 13 stories in the campaign were categorized using content analysis in terms of place, time, theme, and subject. The study's findings suggest that this campaign emphasizes customer loyalty in a way that supports integrated marketing communication goals. The narratives touch on the themes of success, locality, subculture, loyalty, commitment, and happiness.