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Digital as a Brand Transformation Enabler
Digital Marketing Director
Consumer Marketing Director
LEVI’S: DIGITAL AS A BRAND TRANSFORMATION ENABLER
Vincent Stuhlen - Digital Marketing Director
Sebastian Billing - Consumer Marketing Director
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Levi’s Digital in a nutshell
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“Classic American Cool Now”
Levi’s® is the youngest oldest brand in the world.
The most important thing about Levi’s® is our heritage!
“Classic American Cool Now”
The embodiment of the energy and the events of our time
Internet fits Levi’s® like a glove!
TV advertising built our brand in Europe.
The European Levi’s® consumers.
The key challenge we face as a brand.
Internet is an Embrace online,
everyday tool used used as a social &
in myriad of ways entertainment tool
Most internet saavy group
content creation (multimedia / Really heavy users (more than
blogs) and consumption progressives), similar usage across
(music/AV/photo), as well as all but content – which tends to
more normal use (search, involve passive consumption
• Our consumer’s don’t see & hear us anymore (= channel)
• When they do they don’t care that much (= content)
We need to go from a TV-led advertising model
to an integrated AV brand experience model to create
a more optimal marketing ROI.
The challenge everyone is facing.
“I think the old rules should be called in to question
because the rules in terms of consumption have changed so dramatically”
- Robert lger, CEO Disney
The new MarCom Model
Media push Content pull
Brand as hero Brand as enabler
Target as consumer People as advocates
Cat Power for Levi’s®.
The role of digital for the Levi’s® brand = innovation.
From Wikipedia, the free encyclopedia;
While innovation typically adds value, innovation may also have a negative or destructive
effect as new developments clear away or change old organizational forms and
practices. Organizations that do not innovate effectively may be destroyed by those that
do. Hence innovation typically involves risk. A key challenge in innovation is maintaining
a balance between process and product innovations where process innovations tend to
involve a business model which may develop shareholder satisfaction through improved
efficiencies while product innovations develop customer support however at the risk of
costly R&D that can erode shareholder return.
A new way of doing business,
through a new way of market and experience our products and brand,
and not necessarily through new product innovations.
Brand of the Future
Achieving Consumer Centric Innovation & Transforming Business
External consumer centric innovation
Internal innovation first
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Digital as Brand integration enabler
Paid Media ATAWAD Services Insights
Earned Media Education
Controlled Media Customization
Offline Integration & Intelligence
Digital at the heart of the Brand strategy
Digital, as cross-over Brand discipline
MARKETING Retail Imp
Research Retail Ops
Trade MarCom Product
Consumer IT Merchandising
New WoW with Agencies
• Duke, a true Business partner
• Duke, as “Lead Digital Agency” at the same level of other MarCom agencies
• RazorFish, as a network to support our operating model
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Levi’s Lab – Progressive Test & Learn methodology
• Detect & test & implement new Digital mechanics that will
enhance Levi's® Brand Equity and Business
• Start from real consumers’ insights to choose technology
• Define clear KPIs to assess efficiency
• Develop prototype in partnership with Digital Agency and
• “In-vitro” testing
• “In-vivo” deployment
• Test & optimize (again)
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Building Brand Equity and Business
through Seamless Digital Experience
Brand Immersion & Transactional Services Merged
Innovation is NOT only about the product itself
• Innovative branded content
• Innovative product interaction
• Innovative multi-channel shopping experience
• Innovative services
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Levi.com – The Ultimate Online Flagship
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A Digital platform adapting to consumer needs
I NEED INSPIRATION
I KNOW WHAT I WANT
I WANT TO EXPLORE
COLLECTION/ RIA FILTERS/
INSPIRATION DIRECT ACCESS
SWITCH FROM COLLECTION TO ESHOP
AND FROM ESHOP TO COLLECTION,
AVAILABLE ON EACH PRODUCT OR OUTFIT PAGE
Collections: ongoing newness
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Immersive product experience
One click away to purchase
An alternative path
A new way of browsing product - RIA
Creating your own look
Buying in Store
Levi.com: the online Flagship
When Digital connects to real life
Informing Retail Experience and Services
Or somewhere else in the Digital space
Or anywhere in the real life
Getting to the Berlin Flagship
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Experiencing the Brand history throughout the store…
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…a modern way (History wall)
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Enjoying branded content (Retail TV)
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Discovering exclusive content & original Digital experience…
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…and interacting with them
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Seeking for product information…
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…and useful services…
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Anywhere in the Store (Interactive Touch screens)
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Finally finding the dreamed outfit (Interactive Catalog)
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Next: Intelligent fitting room & multi-channel services
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To get there…
Building Transformational Digital Experience
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Thank you & checkout levi.com