Unpacking Calvin Klein’s wildly successful #MyCalvins campaign

Unpacking Calvin Klein’s wildly successful #MyCalvins campaign

There are over 179,000 photos on Instagram tagged #MyCalvins. Most are selfies of lean twentysomethings in their beds and bathroom mirrors, proudly united by cotton underwear bearing the name “Calvin Klein.”

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The American fashion brand debuted the campaign in early 2014 to promote its underwear, and has since expanded it to market denim. It’s been admirably effective, not only capturing a desirable audience’s attention, but also leading them to create endless streams of user-generated content living on social platforms: a 21st century marketer’s wet dream. For comparion’s sake, there are currently 12k tags on the platform for #HMBalmaination (the upcoming H&M and Balmain fashion collaboration), 69k for #YeezySeason (Kanye West’s…

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