Studying the Success of Calvin Klein’s #mycalvins Influencer Marketing Campaign
Over three decades ago, a 16-year-old @brookeshields sparked controversy with an advertisement where she uttered, “Wanna know what gets between me and my Calvins? Nothing.” Ever since then, the American fashion brand has been a top marketer. In the digital era, this translates into successful influencer campaigns. 🔥The rise of #mycalvins hype
Have you seen Justin Bieber in his CK underwear? If so, you are one of the millions exposed to the #mycalvins hype 🔥 After the first wave
The #mycalvins hashtag incorporated into the campaign prompted high audience engagement and generated more than 1.6 million interactions within the first 48 hours after the launch. 🔥 Campaign extensions
Following the launch of the #mycalvins campaign with @justinbieber , Calvin Klein continued to build on its success. In 2016, the company incorporated all of its brands in the ads and partnered with a number of musicians, models, and social media influencers, using the phrase, “I ____ in #mycalvins.” @kendalljenner , @__katemoss , @bellahadid , @zoekravitz88 , and other celeb endorsers shared what they like to do in their Calvins. The rest of the world was also invited to fill in the blank.
#influencer #influencers #calvinklein