Advertiser: LEVI'S
Agency: OMD
Category: Retail (Incl. Restaurants)
US Digital Strategist: Christina Lim (OMD)
US Group Strategy Director: Brian Gearhart (OMD)
US Strategy Supervisor: Jacqueline Thames (OMD)
Global Account Director: Pam Bevilacque (Wunderman)
Global Associate Director: Taylor Grimes (OMD)
Global Account Director: Andrew Schafer (Wieden+Kennedy)
Group Strategy Director: Carrie Davis (OMD)
Global Account Director: Patrick Gunn (OMD)
Client Brief Or Objective
Levi’s needed to speak to a young, mobile consumer in the distinct cultural voice of the iconic fashion brand and do so at any given time. We needed a media channel to showcase the brand’s impactful imagery on-the-go and give Levi’s a platform for curated editorial content – all while giving fans the innovation they’ve come to expect from Levi’s.Understanding the increase in smartphone use and digital magazine consumption, we wanted to use technology in a new way that brought the brand’s full-page, high impact fashion imagery to life with deeper content experiences through mobile.
Outcome
Levi’s paid integration reached nearly 4 million Flipboard readers and generated nearly 1.8 million flips (digital page turns) within the “shoppable” magazine, leading to more than 160,000 clicks to the ecommerce experience. Levi’s content appeared in Flipboard users’ personalized news feeds in the cover stories section, retweets of the Levi’s “Inside Flipboard” blog posting, and over a dozen articles written about the “shoppable” magazine - garnering over 1,150 retweets, comments and shares. Levi's announced strong earnings in Q1 of 2013 and attributed the success in part to the current global marketing and media efforts.
Implementation
We collaborated with Flipboard, an app that aggregates content dynamically into a beautiful digital magazine to create the first-ever “shoppable” magazine. High impact imagery was inserted into publisher’s editorial sections on Flipboard. Those images created “The Levi’s Magazine,” a custom digital experience that allowed for full ecommerce capabilities without ever leaving the Flipboard app.Flipboard created a Levi’s content section which lived on the home page for two months. The section included photos, editorial and social content from Levi’s, as well as advertorials from the brand campaign and shoppable looks, which could be seamlessly added to the cart and purchased.
Relevancy
With nine million monthly users and nine major fashion and lifestyle publishers involved, Flipboard was the perfect platform for Levi’s. In conjunction with the launch of the “shoppable” magazine, we ran full-page ads with partner publications including Vanity Fair, Details, Glamour, ESPN, Fast Company, and more. A call-to-action on the ads directed readers to the “shoppable magazine” and readers were able to navigate within the Levi’s section to designated men’s and women’s shoppable collections. Levi’s content was fully sharable across all social networks and the products were shoppable via integration with the levi.com ecommerce engine.