Objectives

Levi's, the worldwide American clothing company known for its brand of denim jeans, wanted to engage female consumers in a way they never had before. After two previous brand awareness campaigns for its women's product line generated minimal results, Levi's pulled out all the stops, launching its most aggressive marketing push aimed at wooing female consumers since introducing its first pair of women's jeans in 1934.

For its "Live in Levis" campaign and the debut of its all-new women's denim collection, Levi's charged Resolution Media with building a dialogue about the collection on social media. Resolution focused their efforts on combining Pinterest and the campaign's marketing crown jewel: No matter what their body type may be, women can find a style of jeans that suits them in Levi's all-new women's denim collection.

Resolution sought to boost engagement while decreasing typical cost-per-engagement (CPE). They also looked to strengthen campaign performance via close up rate (CUR), click through rate (CTR) and re-pin rate (RPR).

Strategy and Execution

With Levi's passion for testing emerging social platforms, Resolution seized the opportunity to explore a new offering from Pinterest. The strategy was ambitious: after determining which keywords would most likely engage women of all shapes and sizes, the Resolution team leveraged Pinterest's newly launched self-service platform to connect with female consumers.

To execute the ambitious plan, Resolution:

• Researched search terms across the web with a focus on social platforms to create a robust keyword list to target against
• Built out keyword lists extensively to include the most highly searched, relevant terms on Pinterest – "curvy," "boyfriend jeans," "fall fashion," and "back to school" to name a few – as well as the keywords most often searched by customers of Levi's competitors
• Incorporated the branded hashtag – #LadiesinLevis" – in all Pinterest content
• Purchased Promoted Pins via Pinterest's new self-service CPE offering, instead of the cost-per-thousand impressions (CPM) model most advertisers use
• With engagement rate as the primary KPI, optimized media across Facebook and Twitter

Results

Compared to retail fashion industry benchmarks, the results that the Resolution team generated for the Levi's campaign were remarkable:

• At $0.28 , Levi's CPE was 25%-33% more cost-effective than the industry standard, which ranges from $0.37 -$0.42
• Levi's CUR (when a consumer clicks on a specific Pin to zoom in on the image the Pin contains) was 1.44%, which is 70%-90% stronger than the retail benchmark range of 0.76%-0.85%
• Engagement Rate of 1.71% was 95%-125% stronger than the benchmark range of 0.76%-0.88%
• At 0.07%, CTR was 125%-150% stronger than the industry's 0.02%-0.03%
• The 0.40% RPR was 190%-225% stronger than the benchmark range of 0.12%-0.14%

Media