Submitted by Marseille Steele on Wed, 10/31/2012 - 17:32
Levi’s introduced a new line of jeans, “Curve ID”, which distinguishes itself by using a new fit system based on shape, not size. Madison Communications, digital ad agency for Levi’s, leveraged InMobi’s mobile ad network to drive traffic to its mobile optimized site by specifically targeting women-related category sites (App/Mobile Web).
InMobi ran banner ads targeted at women between the ages of 18-30. The ads were directed at multiple sites (both Mobile Web and In-App) that attract women within the specified age range. InMobi also enabled Levi’s to target only premium carriers and thus focus its ad- dollars exclusively on qualified traffic. Creating multiple ad-groups optimized campaign performance further.
By over delivering on projected number of clicks (by > 10%), and by achieving a click-through-rate of 0.99% (above industry average), this campaign provided a good example of how brand advertisers could increasingly reach their target audience on mobile phones by making use of sophisticated demographic targeting as provided by InMobi.