Fit Finder
Client Levi’s
Agency Amazon Brand Innovation Lab
Role Creative Director
The brief
Our largest EU apparel brand, Levi’s, felt the CX for shopping fashion on Amazon lacked credibility and innovation. They wanted the experience to be more inspirational and engaging for their key target audiences, females and Gen Z.
We identified three key customer pain points identified for Levi’s:
Overwhelm: customers felt overwhelmed when presented with a grid of products without context or guidance.
Lack of inspiration: there was more to be done to help the customer imagine how they could style Levi’s products.
Fit risk: customers were reluctant to buy a garment that requires such a precise fit online.
In order to address these challenges, we created a custom digital Flagship Store for Levi’s, incorporating bespoke videos and interactive 360-degree content to create an editorial-led fashion experience showing head-to-toe outfits for a range of body shapes and sizes.
This gave customers an emotional ‘why’ to buy before they reach the point of deciding rationally ‘what’ to buy.
And to make the experience really actionable, we included an interactive sizing tool. This used Amazon data and customer reviews to accurately tell customers how each different style and size was likely to fit their body - and whether they should size up or down to get the look they wanted. This tool was the first of its kind for Amazon Retail.
The response
My role
Leading on the creative and strategy, from defining the Amazon customer and category insight to setting the art style and interaction design direction.
Owning the client relationship alongside the Account team, including running in-person workshops and product development sprints with the G-STAR brand and retail teams.
Overseeing the creative team to develop the concept, storyboards, art direction and digital assets needed to activate the campaign.
Collaborating with G-STAR’s brand agency and a 3P production company to shoot the campaign content.
Results
Media performance
Reached 197K landing page visits vs benchmark of 100K landing page visits for three-month campaign time.
Achieved ROAS of 3.42
Reached 45% of new-to-brand customers
Page performance
Average dwell time of 28 secs vs benchmark of 18 secs.
69% of customers who viewed the Jean Fits Page and Size Finder Page reached 100% scroll-depth.
In addition, we saw +67% uplift in Levi’s brand store visits directly attributable to the campaign launch.
