@Levisguy: Connecting with customers

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.

Being authentic:

Founded in 1853, Levi's invented jeans. It is the authentic, original denim brand – no other jeans brand can make that claim. So remaining authentic, is – and always has been – paramount to the people at Levi’s. @Levisguy is the honest and unique voice of a young guy navigating the corporate world. The fact that Gareth is a 22 year old, rather than an official corporate voice, makes him able to organically connect with customers. His Twitter profile page features an actual picture of Gareth, rather than an anonymous company logo. He's outgoing, has a sense of humor, and is enduringly passionate about the Levi's brand. He has an authentic presence online because he's the product of an online generation.

Sharing information:

@Levisguy is all about sharing information and creating conversations. Gareth tweets about everything from photo shoots and product launch parties to cool Levi’s jean sightings and new collaborations. He provides fans with Levi's product giveaways and free gift cards, invites and tickets to exclusive events. A recent giveaway included a limited-edition basketball signed by every NBA rookie. He’s just an ordinary guy, in an extra-ordinary position, sharing interesting stories, encouraging fun conversations and attempting to get everyone he can in a pair of 501 jeans.