Levi's to discuss Levi's® digital strategy, online communities and engagement metrics
April 8, Hyatt Regency Century Plaza, Los Angeles
Who: Patrice Varni, vice president of Levi.com, and Mary Beth Kemp, principal analyst of Forrester Research, will discuss the Levi's® Engagement Metrics Case Study at the Forrester Marketing Forum.
What: Levi's® Project 501® Design Challenge combined user-generated product design, online community, direct marketing and a popular TV show and ad to yield a highly successful design campaign. Viewers of Project Runway in late January learned how they could submit entries into the five-week challenge—conceptualized, designed and executed online by Avenue A | Razorfish. In March, Levi's announced the winning design, which Levi's® will manufacture and sell on levi.com later this year.
At the Forrester Marketing Forum, Varni will discuss the campaign and success metrics:
* More than 2,000 fans of the Levi's brand submitted designs, which were posted on levi.com.
* Nearly 19,000 people wrote more than 18,000 comments and wrote 50,000 ratings of the submitted designs, reflecting the popularity of the community that Levi's has built quickly with Avenue A | Razorfish. Levi's® enjoyed a wildly successful 45% opt-in rate for the Project 501® Design Challenge email campaign. And, 38% of Project 501® Design Challenge registrants agreed to receive information about Levi's® promotions after the challenge's conclusion.
Varni and Kemp will also answer questions such as:
* What does engagement mean for Levi's® and what can other brands learn from Project 501® Design Challenge?
* How has Levi's® measured consumer engagement?
* How has Levi's® linked engagement to business results?
When/Where: April 8, 3:40–4:20 p.m. Constellation I, Hyatt Regency Century Plaza, Los Angeles
How: For interviews with Patrice Varni or Rob Toledo, client partner at Avenue A | Razorfish, please contact Sally O'Dowd at sally.odowd@razorfish.com. Direct: 312.696.5068. Mobile: 773.458.3740
Helpful Links:
* Levi's® Project 501® Design Challenge blog post
* Levi's® website, designed by Avenue A | Razor Fish, and winning entry
* Forrester Marketing Forum website