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During the holiday season of 2008, Levi’s started planning their fall 2009 advertising campaign launch. They wanted it to be rooted in America’s raw, pioneering spirit, highlighting to consumers that Levi’s jeans symbolize self-reliance, hard work, hope and exploration. Youthful optimism and energy are at the core of Levi’s DNA and this overarching theme was woven into every component of their “Go Forth” campaign.
To authentically connect with a young male demographic, Levi’s hired recent college grad Gareth Hornberger to manage their Twitter feed. By sharing behind-the-scenes access at Levi’s events and updates on new products, Gareth, a.k.a. “@Levisguy”, provides Levi’s fans and denim aficionados an insider look at Levi’s the company. He also engages his followers’ interests by spurring conversations about topics that matter to them, such as the latest fashion trends.
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