The Challenge:
Levi Strauss & Co. had one primary objective: turn pent-up demand for its limited edition 23/501 Collection into sales —fast— by getting product shots into the hands of young, urban males. The company and it's agency, Avenue A|Razorfish used Gigya's full-service solution for design, production and distribution. The campaign focused exclusively on driving widget installs to the social network profile pages of the target.
The Approach:
Gigya designed and developed a hip, high-impact widget, featuring one-click scrolling through a gallery of 23/501 product shots. An anticipation-building countdown timer ticked off the hours, minutes and seconds to product availability, and store location information was put at the users' fingertips. The widget also incorporated a sound track of fresh hip-hop tracks from Sony's Jive Records, chosen specifically to appeal to the 23/501 target and add to the widget's perceived value.
Gigya incorporated its Wildfire platform, enabling the widget to be easily grabbed and shared, then distributed the widget on its network, focusing exclusively on sites that reach young urban males.
The Result:
Gigya achieved both goals: the combination of a focused and compelling widget and Gigya's guaranteed distribution model resulted in more than 90,000 photo views. Even better, the 23/501 Collection sold out in less than 50 seconds.