Alongside Mark Levinson, we developed a modern website filled with fresh content that would resonate with their new target audience: affluent millennials. The new MarkLevinson.com experience is one where storytelling, discovery and a deep appreciation for music converge. The result? A website that no longer appeals just to audiophiles, but to music-lovers everywhere.
We interviewed multiple stakeholders to identify what was—and wasn’t—working on the legacy site. Then, we conducted an analysis of competitor sites and best-in-class luxury sites outside of the music category. Our takeaways? Although Mark Levinson is luxury, the brand shouldn’t come across as cold or aloof. Instead, the new brand and website needed to feel approachable, passionate and aspirational. Our research also determined that the new audience values fulfilling experiences above anything else. Because of this, navigating the website should feel like a journey of discovery.
Our Tactics - Content Development
Since the new audience is focused on having rich, fulfilling experiences, we developed content that showcased how Mark Levinson can create breath-taking moments through pure audio. We accomplished this by creating a gallery of aspirational lifestyle images and video vignettes. Each not only showcased the incredible craftsmanship of the products, but also how Mark Levinson can elevate your life in every single way.
UX Design- The new website needed to embody a feeling of luxury while still remaining easy to use and understand. We struck that balance by using rich, immersive imagery and formatting the site structure to feel effortless when navigating through the different pages.
The Result- The new MarkLevinson.com provides a seamless and luxurious online experience, showcasing the brand’s rich history and sharing its passion for music. The launch, accompanied by a powerful social media campaign, generated a 74% increase in traffic and a CTR increase of 31% for the dealer locator.
