Studying the Success of Calvin Klein’s #mycalvins Influencer Marketing Campaign (Part 2)
🔥Why Instagram? Why Justin Bieber?
@calvinklein is undeniably harnessing the power of social media’s top influencers, but would the buzz have started if @justinbieber had not been the face of the original #mycalvins campaign?
The design house made a thoughtful decision, choosing a singer and teen idol pre-loaded with over 150 million followers across his social platforms. Besides, Bieber has admitted being a fan of the brand, deliberately showing his CK underwear in pictures in hopes of catching the company’s eye.
On top of that, Bieber was ranked by Twitter as the most tweeted about musical artist of 2014. However, Calvin Klein used Instagram as its main distribution channel due to the visual format of the campaign’s content and its appeal to the company’s target audience – people aged 18 to 29. 🔥Campaign results and impact
The #mycalvins campaign has dramatically increased Calvin Klein’s growth on social platforms. According to retail and shopping website Racked, the company’s Facebook has added 2.2 million followers, Instagram 1.8 million, and Twitter 1 million in the year following the February 2014 launch alone.
There are currently over 745,000 images on Instagram with the tag #mycalvins. These authentic posts endorsing the brand are an extremely powerful way to interact with people, far more effective than the more obviously paid posts or printed ads. The latter is already a thing of the past, in fact.
Earlier this year, Calvin Klein announced it had ditched this traditional means of advertisement, taking instead a “digital-first, socially amplified model” with a strong video element.
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