Levi’s is leveraging its advertising partnership with TikTok to connect online shoppers with the denim brand amid the COVID-19 pandemic, which has forced retailers to close their doors — including most of Levi’s own stores. The company announced today its success as one of the first retailers to use TikTok’s ‘Shop Now’ buttons that allow consumers to make purchases through links posted to TikTok. Though the implementation is still in the early stages, Levi’s says it has already seen high engagement and increased traffic to its website, as a result of initial tests.
To send traffic to its e-commerce site, Levi’s recently partnered with TikTok influencers Callen Schaub, Cosette Rinab, Gabby Morrison and Everett Williams, who used Levis’ laser-powered Future Finish 3-D denim customization technology to create their own customized denim. While the collaboration itself began before the shelter-in-place orders rolled out across the U.S., the resulting videos were only posted last week.
TikTok users viewing the influencers’ videos, which appeared on TikTok as in-feed ads, could then click to buy the same design on Levi.com up until the experiment wrapped on April 19. Levi’s reports that watch time for these videos were twice as long as the TikTok platform average. In addition, Levi’s notes that product views to Levi.com’s “Future Finish” pages more than doubled for every product included in the experience.
“TikTok was the perfect platform for us to expand our efforts in social commerce. Over the last decade, we’ve been on a journey to not only grow our digital footprint, but also help our fans buy our products at the point of inspiration, when they see something they love,” said Brady Stewart, Managing Director, U.
S. Direct to Consumer, in a statement about the TikTok partnership.
“As consumer behavior shifts over the coming months and people explore different online channels for shopping and engaging with brands, we are here to connect with consumers, wherever they are,” she added.
