This month Levi’s launched its Go Forth global brand marketing campaign on Facebook and has seen its Levi’s Facebook Page grow by over a million new fans (aka “likes”) taking it from 6.2+ million fans on August 10th to 7.2+ million fans by August 28th. According to Stylophane, an online marketing company focused on the fashion and apparel industry, Levi’s leads with the most “likes” among denim brands and its Facebook fan growth is “more than five times the number-two denim brand (Guess, with 1.2 million) and identical to the sum of the 90 other denim brands monitored,” as reported by WWD. However, Facebook is just one of many avenues for the Go Forth campaign.
Levi’s is an iconic brand and in its 138-year history, the Go Forth marketing campaign, surprisingly, is the first time Levi’s has launched a single campaign globally. The Go Forth campaign is being rolled out in 24 countries and in 19 languages. In addition to Facebook, the campaign will also include other media components — digital, in-store, print, outdoor, cinema, television and other social networking sites including twitter (campaign’s hashtag is #GoForth) — that are tailored to each market.
The campaign’s central message is inspired by people, especially young people, who not only have an optimistic outlook on how to change the world for the better but who are active in creating positive change. With so much access to tools, such as social networking sites like Facebook, YouTube and Twitter, people are better able to communicate with each other “their hopes, desires and actions,” said Becca Van Dyck, global chief marketing officer of Levi Strauss & Co., in a recent interview with Forbes (see video below).
“We’re tapping into that and celebrating what we call the pioneering spirit because that’s close to our heart; but that’s also a value that’s important to young people today, this pioneering spirit of being able to actively participate in positive change,” Van Dyck added.
Van Dyck is at the helm of this global initiative. She joined the company in April and brings with her extensive experience working with two other iconic brands, both of which were also born in the U.S.A. — Apple and Nike. She most recently came from Apple where she was the senior director of worldwide marketing communications and advertising, and prior to Apple, Van Dyck was the global account director for Nike at Wieden & Kennedy.
Wieden & Kennedy was tapped to produced Levi’s first global advertising spot, Legacy, which appeared on YouTube on July 20, 2011 and already has 1.4+ million views on YouTube and it’s also embedded on Levi’s Go Forth landing page on Facebook. However, YouTube is just one media outlet where the Legacy spot has been viewed. According to Van Dyck, the Legacy spot in one day reached 325 million people around the world. Levis is already a global brand but Van Dyck says her role is to bring the brand into focus and give it consistency on a global scale.
As a huge fan of Levi’s, I really hope the Go Forth campaign brings voice to the brand in a new and inspiring way that helps turn around its sluggish sales by reaching a whole new generation that also becomes fans and customers of the iconic brand and in the process embarks on positive change locally and globally.