Bütünleşik Pazarlama İletişimi Aracı Olarak Marka Hikâye Anlatıcılığı: “Levi's Giyilen En Güzel Hikâye” Kampanyası Örneği

Öz

Müşterilerin satın alma davranışlarını etkilemeyi amaçlayan pazarlama faaliyetleri günümüzde yeni bir boyuta taşınmıştır. Günümüzde tüketiciler belli bir ürüne yönelik olarak satın alma davranışında bulunurken yalnızca o ürünün kalitesini değil aynı zamanda o ürünle kurmuş olduğu duygusal bağı da dikkate alarak hareket etmektedirler. Bu nedenle kurum veya işletmeler üretmiş oldukları ürün veya hizmetleri satmaya yönelik olarak geleneksel pazarlama tekniklerinin yanı sıra reklam, pazarlama, sponsorluk, fuar ve sergi gibi faaliyetleri de bir araya getirerek bütüncül bir iletişim stratejisi yürütmektedir. Bu stratejinin bir sonucu olarak ortaya çıkan ‘bütünleşik pazarlama iletişimi’ faaliyetlerinde hikâye anlatıcılığı önemli bir araç haline gelmiştir. Bu çalışmada Levi’s şirketinin Droga5 reklam ajansıyla birlikte oluşturduğu ‘The Greatest Story Ever Worn’ adlı kampanya ele alınmıştır. Gerçek hikâyelerden esinlenerek hayata geçirilen bu kampanyada hikâye anlatıcılığının bütünleşik pazarlama iletişimi bakımından nasıl uygulandığını saptamak araştırmanın temel amacıdır. Bu kapsamda kampanyada yer alan 13 hikâye yer, zaman, tema ve konu çerçevesinde sınıflandırılarak içerik analizi yöntemiyle çözümlenmiştir. Yapılmış olan araştırma sonucunda bu kampanyanın bütünleşik pazarlama iletişiminin amaçlarına hizmet eder nitelikte müşteri sadakatini ön plana çıkardığı ve kampanyada yer alan hikâyelerin sadakat, bağlılık, yerellik, alt kültür, başarı ve mutluluk temalarını içerdiği tespit edilmiştir.

Anahtar Kelimeler

• Bütünleşik Pazarlama İletişimi
• Hikâye Anlatıcılığı
• Levi’s

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

Öz

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.

Anahtar Kelimeler

• Integrated Marketing Communication
• Storytelling
• Levi’s

Kaynakça

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