Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp., has officially launched the global omni-channel campaign – “show yours #mycalvins”– a multi-tiered initiative that maximizes the conversation around Calvin Klein Underwear by leveraging existing consumer behavior to show the iconic Calvin Klein waistband.
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.
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.”
Calvin Klein’s social media platforms were updated today with visual imagery to support the launch of the campaign. Additionally, the digital hub of the campaign-mycalvins.calvinklein.com – is now live, and will aggregate and showcase influencer and user-generated content tagged with #mycalvins. Created in partnership with Olapic, the hub has e-commerce functionality, allowing users to shop the same or similar styles featured in the fan photos.
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 highlights 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.
The brand’s global advertising campaign is comprised of a strategic mix of digital, mobile, print and outdoor advertising across more than 20 countries. In addition to numerous editions of leading men’s publications – like GQ, Men’s Health and Esquire – the launch will also be supported with social media placements on key platforms, such as Facebook, Tumblr, and Youku as well as a first-time partnership with Reddit.
The first outdoor executions began to be posted in the United States – including the digital ABC SuperSign in Times Square and billboards at Houston & Lafayette Streets in New York City, as well as one on Sunset Boulevard in Los Angeles, California.
Calvin Klein, Inc. is one of the leading fashion design and marketing studios in the world. It designs and markets women’s and men’s designer collection apparel and a range of other products that are manufactured and marketed through an extensive network of licensing agreements and other arrangements worldwide.
Product lines under the various Calvin Klein brands include women’s dresses and suits, men's dress furnishings and tailored clothing, men’s and women's sportswear and bridge and collection apparel, golf apparel, jeanswear, underwear, fragrances, eyewear, women’s performance apparel, hosiery, socks, footwear, swimwear, jewelry, watches, outerwear, handbags, small leather goods, and home furnishings (including furniture).
