Challenge
The iconic Levi’s 501 has recently celebrated its 150th birthday. But how could this celebration be the springboard to celebrate an all new range of 501 variants – and take the icon to a new, Gen-Z audience? In doing so, Levi’s wanted to drive consideration and nudge to purchase through e-commerce channels.
Insight
With daily Tinder swipes running at 350 million each day*, it’s fair to say that Gen-Z are well used to the idea of finding their perfect match on a digital platform. To stop them in their tracks, we tapped into this familiar behaviour. Our goal was to create something playful, which would drive engagement and introduce the idea of 501s as the denim companion they’d been looking for all along.
(* Source: Tinder ‘Year in Swipe’ 2023)
Solution
Our talented studio team combined their expertise to design and build a multi-format campaign which would hook Gen-Z in and drive interaction with the Levi’s 501 product range.
We custom designed a suite of promoted pins, based on highly recognisable campaign imagery to create a visual hook with the power of the Levi’s brand. We evolved this further by using iterations of the iconic denim texture and cut-out effects to stop the scroll in a crowded social platform environment.
Our Pinterest platform knowledge gave us the ability to create a truly immersive quiz experience, custom-coding a Tinder-style swipe mechanic to encourage interaction with different 501 products.
We linked fit and style details to individual preference, driving each user through a personalised journey to find their perfect denim match – and closer to purchase. Custom coded logic delivered a bespoke feel.
Results
- 79% engagement rate (vs a benchmark of 25%)
- 76% quiz completion & match rate
- 13% conversion to e-commerce visits
Services
- Design
- Custom image creation
- Interaction design
- Animation
- Copywriting
- HTML 5 code
- Video editing