Conceived to inspire consumers to join the conversation, “show yours. #mycalvins” is an image-driven initiative which simultaneously taps into the power of the pop culture “selfie” phenomenon and the reach of key digital influencers Timed to the in-store arrival of the brand’s latest men’s offering, Calvin Klein Dual Tone, the campaign has initially engaged over 100 male and female global opinion leaders to curate the conversation via personal and provocative social media posts. This strategic 360-degree approach will allow “show yours. #mycalvins” to evolve into various product categories and live in perpetuity.
Teased out exclusively by supermodel Miranda Kerr and musician Trey Songz on Monday, February 17, ensuing talent spans more than 15 countries and all verticals – including actors and actresses, athletes, models, musicians, bloggers, digital influencers and other key opinion leaders. Influencers will continue to curate the conversation and set the stage for user response and content. Bloggers Chiara Ferragni (The Blonde Salad) and Leandra Medine (The Man Repeller), posted today.
Among others yet to be named, future posts will be made by a diverse group including musicians Fergie and Iggy Azalea; models Vanessa Axente, Clark Bockelman, Garrett Neff, Liu Wen, and Matt Terry; bloggers Rumi Neely (Fashiontoast), Aimee Song (Song of Style), Bryan Grey-Yambao (BryanBoy), Adam Gallagher (I Am Galla), Betty Autier (Le Blog de Betty), Gala Gonzalez (Inside Am-lul’s Closet), and Jennifer Grace (The Native Fox); as well as digital influencers, such as Poppy Delevingne, and Hanneli Mustaparta.
“This is initiative was ultimately inspired by what we were already seeing from consumers on social media, so we wanted the actual campaign to not only celebrate that, but to actually be driven by it,” said Malcolm Carfare, Calvin Klein, Inc.’s EVP & Chief Communications Officer. “We decided to place the launch of the #mycalvins initiative in the hands of these influencers. Through a public relations strategy that began by engaging social media opinion leaders and VIPs and seeding product to them, we invited them to show us what the culture of Calvin Klein Underwear means to them and share that with their followers.”
In less than 24 hours since the first of the three influencer photos were posted, there have been over 1 million total fan interactions among an audience of over 50 million. Songz, who has a combined following of over 26 million fans on his official Instagram, Facebook and Twitter accountts, posted two photos that to-date have generated over 830 thousand fan interactions. His first post to Twitter introduced the hashtag #mycalvins – and in less than two hours it was trending across four continents. Kerr’s intimate photo, posted to her official Facebook, Twitter and Instagram accounts on Monday, has generated over 300 thousand fan reactions across her global audience that exceeds 10 million fans.
The Spring 2014 Calvin Klein Underwear campaign – which includes print ads shot by renowned fashion photographer Steven Klein and a :15 second video directed by Fabien Baron of Baron + Baron – will prominently feature the call to action and hash tag on all executions on all platforms. The campaign highlight’s the brand’s latest men’s offering, Calvin Klein Dual Tone, which combines color and fabric technology to produce a uniquely modern and vivid combination.