Facebook Fans to Pick Next Face of Levi’s

From Mashable:

Levi’s is holding a video contest on Facebook to find the first online “face and voice” of Levi’s womenswear, who will be known simply as “Levi’s Girl.”

Aspiring virtual spokeswomen of the American denim and casual wear manufacturer are asked to submit a 1-2 minute video via the company’s Facebook app explaining why they would be the perfect fit for the role, which involves reaching out and engaging with Levi’s female fan base on Facebook and Twitter. Video submissions will be accepted until June 20.

“Last year, we empowered the ‘Levi’s Guy’ -– our social media coordinator –- to be the voice of the Levi’s brand to our Facebook community,” recounted Director of Women’s & Digital Marketing Kristin Bannister. Now the company is looking for someone with “an amazing personality who is willing to be the face [of the brand] and to connect with our female fan base.” Ideally, that person will already have a strong social media presence and be passionate about global issues, fashion and style, Bannister explained.

Levi’s will comb through the entries and select five finalists, whose videos will then be shared on Levi’s Facebook Page. Community members will have one week to vote for their favorite candidate, to be announced at the end of July. The winner will land a six-month paid position in Levi’s San Francisco headquarters, working alongside “Levi’s Guy” in the marketing department.

Levi’s has pursued an aggressive social media strategy in the past, having been one of the first major brands to integrate Facebook’s new Instant Personalization features with its site and launching what we dubbed as one of the most innovative viral video ads of 2009.

When asked about the value social media provides to Levi’s, Bannister explained that “it’s more about engagement…we don’t put strict measurements on sales.” The brand boasts more than 300,000 Facebook fans, which has grown by more than 25% in the last few months. In addition, Levi’s Guy has over 5,000 followers on Twitter.

We think the campaign is great for a number of reasons. Firstly, it will attract far more attention than a generic post on a job board — or any other traditional employee search method for that matter — while still allowing Levi’s to exercise some control over the selection process. Perhaps even more importantly, it will increase engagement with existing Facebook fans and attract new fans from contestants’ social networks. What’s more, Levi’s fanbase will already be familiar with the Levi’s Girl before she even starts work.