The company unveiled its 2012 Go Forth marketing campaign, which highlights its Fall/Winter global collection. By incorporating mobile into the mix, Levi’s is able to reach a bigger audience.

“Recognizing the rise of the second and third screen with regard to media consumption, the Levi’s brand is delivering the ‘This is a pair of Levi’s’ message across smartphones and tablets around the world,” said Alexa Rudin, senior global director of brand PR and communications at Levi’s Brand, San Francisco.

“Consumers can engage in mobile experiences that bring the product stories to life, including the brand’s first iAd and the first-ever shoppable brand magazine on Flipboard,” she said.

The Levi’s brand features a range of jeanswear and accessories available in more than 110 countries.

The company worked with Wunderman on the mobile initiative.

Global campaign
The 2012 campaign is titled, “This is a pair of Levi’s.”

The campaign centers around a 60-second film directed by Lance Acord that depicts individuals putting on their Levi’s jeans in the morning and preparing to face the day.

The Levi’s global campaign features TV, print, digital, mobile and outdoor components.

In addition to traditional media channels, the campaign will come to life in digital environments where consumers are already looking for inspiration or entertainment.

“Our marketing approach is designed to reach people in relevant ways in places they already are,” Ms. Rudin said.

“More than ever, consumers are accessing information and conducting daily activities through mobile applications,” she said.

“We will continue to create compelling ways to engage with our consumers through mobile platforms.”

Paving the way
Levi’s has been steadily paving the way in mobile.

In 2010, denim giant Levi’s Strauss & Co.’s Dockers brand launched a mobile commerce site to increase its exposure to consumers and essentially drive sales (see story).

Later that year, the company rolled out the Levi’s/Fader Fort app for iPhone and Android devices in time for South by Southwest (SXSW) 2010 with the goal of engaging both festival attendees and trendsetting music fans who wish they could be there (see story).

Levi’s is obviously taking mobile even more seriously with the new iAd campaign as it continues to make a name for itself in the mcommerce space.

“The campaign is aimed at connecting with consumers through traditional advertising, digital engagement and strategic integrated partnerships with iconic media properties,” Ms. Rudin said. “Starting Sept. 1, the Levi’s brand will launch #goforth, asking consumers to share the acts they engage in each day to make the world a better place.

“This consumer engagement initiative will live on Twitter and #goforth will be used to join the conversations,” she said.

Final Take