In this soon-to-be campaign from Levi’s they are collaborating with consumers in new ways – putting their advertising in the hands of their greatest fans. Users of Instagram are encouraged to upload pictures of themselves as Levi’s models, with the best models or pictures potentially to be used as advertising for Levi’s. This also ensures that the advertising itself will be entirely suited and relevant to Levi’s target audience.

This means the very people who love Levi’s, who are real brand advocates can strengthen their association with the brand by literally producing and possibly starring in Levi’s new advertising. They can really feel that they are part of the brand, that they belong to the tribe. This also gives back to consumers in that those who post pictures can share their pictures with likeminded Levi’s fans and receive kudos for their efforts. In the social media space, affirmation is a tangible currency.

So, what are you waiting for? If you’ve got an iPhone and you like desaturated colours, you could be the new face in the Levi’s store window. Go forth.