SAN FRANCISCO: Levi's launched “Go Forth,” a global branding campaign which focuses on a theme of the American pioneer, in an effort to reach its target of 18 to 33-year-old men through social media-based PR and traditional advertising. The campaign promotes the overall Levi's brand and features the company's staple 501 jean line, explained Doug Sweeny, VP of brand marketing at Levi's.
“The idea was to recapture the iconic stature of the brand,” he said. “It's about driving relevance with the youth audience. We believe that will ultimately drive the business.”
The initiative touts interactive features on “Go Forth” microsites as well as a Facebook page expected to launch the week of July 6. The first microsite, New Declaration, will launch strategically on July 4 and task users to edit and add digital content on an interactive Wiki version of the Declaration of Independence. The second, called New American, will launch the week of July 6, and encourage users to create a tapestry representing today's unique American sentiment through uploaded text, audio, video, and photography.
“It's forward-looking based on the reality of what's going on today,” said Sweeny. “The campaign is a rallying cry for pioneers and youth to get involved.”
Levi's will promote the campaign on a new Twitter feed expected to launch the week of July 6.
The team, including Ketchum and Weiden and Kennedy's PR group, plans to launch a “Go Forth” MySpace page and YouTube channel in the near future and will also promote the campaign on Levi.com, Flickr, Digg, and Delicious.
“It's great... that we're able to work with Facebook and Twitter to push the message out and help populate sites and get people excited about them,” said Erica Archambault, director of brand PR and marketing at Levi's.
Paid promotion includes sponsorship of Facebook's video section on July 6, and interactive advertising banners will constantly stream new images from the “New Americans” gallery.