How Levi's connected customer data across channels and increased their marketing effectiveness

Founded in 1853, today Levi’s is one of the largest apparel brands and a global leader in jeanswear. Levi’s strategic ambition is to be the world’s best apparel company through superior product quality, sustainability, and a culture of innovation. For the marketing team, this means that they needed to find a partner and a solution that would help bring maximum value across all channels and customer touchpoints, online and offline. To realize this ambition, in 2021 Levi’s marketing team tasked their trusted partner OMD with tracking down a solution. The result? Relay42’s Customer Data Platform.
Conversion Rate Uplift on Brand Search
Conversion Rate Increase on Facebook & Instagram
The Challenge


As with any large company spanning multiple geographies, data management is a hard problem. For Levi’s, the main challenge was to find a solution that could give them a unified view of the customer – not just when they shopped online, but when they browsed the web, searched for clothing, and visited physical stores.

With H1 campaigns knocking on the door, one of the key success factors was fast onboarding. The campaigns were going live quickly, and it was crucial to get the data into the CDP

The Solution

Connecting the marketing ecosystem in 8 weeks

Together with OMD and Levi’s marketing team, Relay42’s Customer Success team led an accelerated SPRINT framework and onboarded the markets of UK, Germany, and France in just 8 weeks, connecting: the website, CRM, in-store data, search, programmatic and social (Facebook, Instagram, YouTube). 

The team had lined up a set of use cases, spanning many customer journeys. These included: online and offline audience prospecting, in-market web retargeting, post-sale online and offline retargeting, and audience suppression. 

I was pleasantly surprised by the speed and effectiveness of the onboarding process and was very happy to work with such amazing team. We went from workshop to onboarding in just 8 weeks, in time for campaign launches in the first half of the year.

Alice YangSenior Global Digital Manager Paid Media at Levi’s