Silver

Levi’s, "Flipboard Social Catalog,"
OMD International (Local)

Levi’s is an iconic fashion brand with a distinct image and cultural voice, but it wasn’t getting traction with younger audiences. So Levi’s set out to reinvigorate the brand. Knowing that the target consumer would reject the traditional, interruptive media model, Levi’s did the same. Instead of interrupting their lives with an advertising message, Levi’s would take a disruptive approach, infiltrating passionate communities with authentic content and experiences that allowed for maximum interaction with their target. They found that mCommerce had been exploding among our target audience, and the market was expected to reach 50+ billion dollars in the next few years. To raise awareness and generate sales among a younger, connected target, they needed a mobile idea that showcased the fashionable brand with impactful imagery within the confines of the mobile environment. In order to bring the brand to life, Levi’s collaborated with Flipboard, a massive application with over nine million monthly users that aggregates social and professional content dynamically into a beautiful digital magazine. High impact imagery was inserted into nine major publications’ editorial sections on Flipboard. Those images created a brand new experience for Levi’s and an entirely new product for Flipboard. The Levi’s Magazine, a rich, custom digital experience was tied to sales, allowing for full ecommerce capabilities without having to leave the Flipboard app — and becoming the first-ever shoppable magazine. In conjunction with the launch of the shoppable magazine, full page ads with nine Flipboard publications including Vanity Fair, Details, Glamour, ESPN, Fast Company, and more. Action on ads directed readers to the Levi’s shoppable magazine and readers could 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 e-commerce engine. The Levi’s magazine not only functions as a template for success, but it was so successful that Flipboard created a new ad product based on the execution and now actively sells it to other brands looking for mobile solutions. The Levi’s and Flipboard partnership easily achieved the goal of generating awareness among a younger, mobile audience with imagery reaching nearly 4MM Flipboard readers, almost 50% of the user base. Innovative content generated nearly 1.8MM flips or digital page turns. This all led to more than 160,000 clicks to the ecommerce experience. Overall, the Flipboard partnership was not only a hugely successful first-of-its-kind mobile execution, it was also a standout piece of a larger campaign that drove a 5% increase in revenue and a 264% increase in profit according to the latest quarterly results.