Levi’s
eCommerce Evolution
OMD International, London

Levi’s sought to convert their rich offline heritage into business growth in the fast-paced digital world. While existing efforts had proved fruitful, they understood the need to continually enhance their strategies toward “style seekers,” a target audience that is increasingly digital savvy with evolving online behaviors. Consumer surveys revealed that previous online purchases were often a single-touch event; however, several channels now play a role in driving consideration and purchase. Furthermore, the distinction between online and offline is blurring.

It was time for Levi’s to get personal. Levi’s looked at shoppers as individuals and used data to decipher purchase intent signals. This allowed Levi’s to deliver tailored creative which took into account environment and previous online behavior. Integrating brand assets into “shoppable” ads helped Levi’s bridge the divide between awareness-led campaigns and eCommerce, while also levering brand recall among a style-seeking target audience.

Levi’s also built a product look-book unit, and placed retargeting pixels within it. This smarter use of data allowed for better targeting and, ultimately, a positive user experience. And this understanding of the omni-channel shopper worked. Levi’s experienced huge Y.O.Y growth—in the high double-digits.