Retail brand Levi’s launched with Facebook’s Open Graph in April 2012. Since then, it has added more than 30,000 fans in under a month, and currently has nearly 12.8 million likes. In our continuing series on profiling successful Open Graph applications, as mentioned in the article ‘Why should you have an Open Graph application?‘, we take a look at Levi’s.

The Open Graph integration is in the form of an app called the ‘Friend’s Store‘, which works as a storefront, which comprises of items curated from a user’s friends. Each item shows how many ‘likes’ it has, and how many of those are ‘likes’ from friends.

It also shows upcoming birthdays in a user’s Facebook friends, showcases their favourite products, and encourages social gifting.

Another view of the store is called the ‘Everyone’ view, where people can see most popular items worldwide.

Levi’s director of digital and social marketing, Megan O’Connor says:

“Having that authentic feedback loop with our customers, you can see what people online are liking today and that may change what we’re making tomorrow. This is very much about putting the consumer at the center and seeing how they want to use this functionality.”

This video from Levi’s showcases what the Friends’ Store is about:

Levi’s is a good example of how retail brands can leverage the Open Graph and entice more and more fans. How do you plan do use Open Graph? Share with us other interesting apps that you have seen.