# LSKD leverages video formats to generate 110x ROI with Tolstoy

## Overview

LSKD is a fast-growing Australian sportswear brand that prides itself in producing high-quality functional sportswear with a street aesthetic. Tolstoy gave the team at LSKD an easy way to showcase their products and brand with various forms of interactive and shoppable videos, leading to an uplift in conversion rates of 24%.

## This transformation delivered

### +24%
Lift in Conversion

### +53%
Uplift in AOV

### 110X
ROI

## Challenges

#### Make their on-site shopping experience as engaging as being on Tiktok or Instagram.

#### Increase conversions by targeting visitors with video content relevant to their interests.

#### Showcase authentic content and UGC to build connections with potential shoppers.

Social platforms like Instagram and Tiktok were the strongest revenue drivers for the LSKD team. Shoppers from these channels showed high engagement, conversions, and AOV. However, selling through these channels came at a price, as advertising costs began to balloon and valuable customer data was increasingly collected by these platforms and not being shared with the brand. The LSKD team realized that in order to execute a successful long-term strategy, they had to find a way to provide a similarly engaging experience on their own website.

Most apparel brands designed their sites to contain branded photos from professional shoots and high-profile influencer campaigns. But from their success on social media, LSKD had learned that their audience preferred to consume authentic, short-form video instead. Yet, they were uncertain if the same videos that worked on platforms like TikTok and Instagram would work on LSKD’s website. The team set out to find a video solution that would allow them to run experiments and iterate on different types of video content. This solution would need to come with powerful analytics to provide the data and visibility needed to make informed content decisions.

## Solution

### AI Studio, AI Shopper, AI Player:
- Test different kinds of videos on the homepage, collection pages, and PDPs, to determine which would lead to the highest impact on engagement and conversions.
- Record interactive videos that mimic face-to-face conversations to uncover customer needs and build customer trust.
- Make videos shoppable so customers can buy products in as few clicks as possible.

When LSKD scoured the tech landscape to find the right tool, Tolstoy stood out head and shoulders above the rest. Tolstoy lets merchants quickly create videos and publish them instantly on their site in multiple video formats. It then provides deep performance analytics for each video. For LSKD, Tolstoy ticked every box, reassuring the team that leading brands like Omsom and DEUX were already using Tolstoy.

LSKD first added videos to product pages. On a PDP for a specific pair of leggings, the team displayed a UGC video from a real customer trying them on for the first time – and loving them. Since the Tolstoy video lived on a specific product page, most customers who clicked on it were already interested in that SKU. The video evidently impacted conversions and helped LSKD convey authenticity in a crowded DTC landscape.

### Future Plans

While the LSKD team will always provide a traditional ecommerce buying experience to include every shopper, they plan to continue emphasizing Tolstoy’s swipeable, shoppable feeds to elevate that experience and let modern consumers—namely Gen Z—shop how they prefer.

Jemma Cumming, Omni Channel Specialist at LSKD, stated, "In my opinion, brands need to jump on tools like Tolstoy. They’ll differentiate you as a brand that can innovate – versus one that will lag behind. At LSKD, we want to be at the forefront of modern technology and stand out from the DTC crowd."