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The footwear and accessories division of Levi’s Strauss Colombia felt ready to try online marketing for the first time. Knowing that a huge part of their demographic was already using digital media, they wanted to create a presence, engage with potential customers and bring them to their physical stores.
I formulated the strategy and directed a team composed of a web designer and a programmer to create a web / mobile site.
I acted as creative and artistic director and proposed a navigation user interface and experience solution. The solution was based on WordPress as the CMS and used a customized responsive template to produce a multi-device and multi-screen experience.
The content strategy sought to create lifestyle related content (original or curated), around music and fashion themes.
The website was created with Google ranking in mind. Inbound links were sought with locally respected music and fashion bloggers. To facilitate scanning by the Google Robot, all important tags such as title, description, h1, h2, etc. were uniquely key worded. URL structure, sitemap and image tags were appropriately created.
Using Foursquare, we created a Levi’s user and checked in at malls where retailers carrying the product had stores. We added images and recommendations so that Foursquare users had an easier job finding products at these locations.
A Google Adwords campaign was launched to help surfers looking for Levi’s accessories find the nearest stores. An additional Facebook Ads campaign was tailored to narrowly target users based on demographic and lifestyle profile.
Facebook was the central hub of social media activity. Frequent updates were created touching lifestyle, music and fashion themes. As a support, image based social media such as Pinterest and Instagram were used given the product’s visual appeal.
Thanks to an existing database of clients a bi-weekly email was sent to inform them about new products and related lifestyle activities. This was done using Mail Chimp.