Roxanne Kaiden came in second in a Levi's spokewoman contest.

Roxanne Kaiden came in second in a Levi's spokewoman contest. (Don Leach | don.leach@latimes.com)

NEWPORT BEACH — Last week, it looked like Roxanne Kaiden might become the new face of Levi's.

On July 14, she was pulling in 35% of the votes in a model search, putting her in second place as the future social media spokeswoman for the denim brand.

However, on July 15, when it was coming down to the wire, the Newport Beach resident came in short. Although she was excited about the competition, she took the loss in stride, Tweeting July 20, "The Levi's Girl contest is over and while I didn't win I have got to thank all the supporters!"

The winner becomes the social media voice for Levi's, controlling their persona via Facebook, Twitter and YouTube among others. Besides adding "Levi's Girl" to their resume, the winner also received a six-month paid internship in San Francisco. The countdown happened on Facebook on July 15, where fans for the contestants put in the votes.

Kaiden took the opportunity pretty seriously, making herself known in the social media world with a Facebook page, Twitter account, Youtube channel and blog under the name "Levis Rox."

The Champman University graduate was among five finalists listed on the Facebook page.

The winner was Meghan Smith of Brooklyn, N.Y.