Home  › Social › Social Media
levis-goforth-bukowski

Levi's Facebook Ads to Hit 24 Countries

  |  August 9, 2011   |  Comments

Video features Charles Bukowski poem, in possible homage to web parody of earlier Levi's effort.

Levi's is buying Facebook ads with an emphasis on Sponsored Stories in 24 countries to drive the latest phase of its "Go Forth" initiative. And Wieden+Kennedy, the jeans brand's creative agency, has thrown deceased Los Angeles working class poet Charles Bukowski into the mix.

The effort revolves around a 60-second video on Levi's Facebook page. Directed by German filmmaker Ralf Schmerberg, the spot entails an uplifting global message while employing words from Bukowski's "The Laughing Heart".

While the aforementioned Facebook ads will push viewers to the video, the piece will also appear before films in movie houses worldwide. The campaign is being tailored to each country on the social site and in theaters, involving 19 total languages. A Levi's prepared statement predicts a total of 325 million people could view it.

The overall endeavor includes promoting Water.org, a nonprofit dedicated to providing safe drinking water and sanitation in developing countries. Facebook users are being encouraged by Levi's to support the efforts of Water.org by making a monetary pledge on the social site that will help bring clean water to 8,000 people for the rest of their lives.

Meanwhile, the campaign builds on Levi's "Go Forth" efforts from last year and 2009.

In 2010's version, a Walt Whitman poem was read over the video. A comedic video mocking the effort circulated around the web, utilizing the not-so-upbeat Bukowski poem "Dinosauria, We". No word from Levi's or W+K on whether or not that development affected the decision to include the poet this year.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...