Iconic American clothing brand Levi’s, set out to reach and engage with stylish trendsetters on their mobiles to promote the launch of their latest Levi’s 511Slim for men and 711Skinny for women. Together with Locala, Levi’s executed a mobile-to-store campaign across the UK, France, Germany, and Spain simultaneously to boost consumers to e-shops and boutiques.
Levi’s identified a consumer segment of ‘style seekers’, who are looking for original and quality fashion as key audiences for this mobile campaign. The goal was to reach these users on their mobiles in the least intrusive manner possible while leaving a lasting impression and encouraging visits to stores online and in the physical world. Lastly, the brand wanted to ensure that their media budget was not wasted on suspicious or invalid traffic, so the campaign was based on Locala’s CPLP (Cost-Per-Landing-Page) buying model.
During the campaign 20 million users saw the campaign and Locala ensured that 58 million impressions were fully seen by mobile users. More than 80% of total user visits were qualified on Levi’s website and stayed more than 12 seconds on the page. Following the campaign success, Levi’s saw a 9% net revenue increase in key markets like the UK, Germany, and France. The CPLP buying model also guaranteed that Levi’s full media budget was optimized to engage with the target users and not spent on suspicious or fraud traffic.