Levi's publishes the crowd

 

Following the crowd-sourcing theme, Levi's has managed to generate and broadcast consumer advocacy on a big scale by giving its audience a platform for expressing their own passions and creativity.

 

As part of the brands' Go Forth campaign, people could submit their Instagram photos using the #GoForth and #PostMe hashtags. The selected images appeared on a giant digital billboard overlooking Penn Station on 34th St in New York City. A brand TVC also ran on the billboard along with messages to join the campaign.

 

Effectively utilising social media channels, by understanding social media behaviours, along with the high impact digital billboard, ensured the campaign extended far beyond just those on 34^th Street.

Levi's, who appear to keen to be a leader on the new media front, have also used Instagram to crowd-source talent for its marketing campaigns. They've previously asked men and women looking to be cast in a denim advertising feature to submit their photos using the #iamlevis hashtag.

 

Learnings: People love sharing their passions.

Imagine: WW is effectively at the heart of every great Aussie celebration – as food is the thing around which people come together. What if WW was the brand that celebrated these great Aussie occasions by mobilising Australians to share photos of their own great Aussie occasions that we can then publish and broadcast. eg. We could encourage people to share their best summer holiday BBQ shots and broadcast them across massive digital billboards in key locations, across social platforms, on the big screen at the cricket. Or thinking bigger, Australia Day images projected live on to the sails of the Opera House on Australia Day. Something fresh for the brand and a unique way to maintain our SOV presence in the lead up to Australia Day, and lay a strong platform for tactical and P&P activity to build upon.