EVOLVING
#MYCALVINS/
To launch Modern Cotton, the President of Calvin Klein Underwear requested a publicity stunt to help generate awareness. But it was 2013 — the year Instagram took off, the year ‘selfie’ was named word of the year by Oxford Dictionary, and the year The Chainsmokers launched their hit single ‘Let Me Take a Selfie’ — and a cultural movement was underway centered on the space where consumer vanity meets self expression. I had a different solution in mind: forgo the traditional stunt for an inclusive digital campaign and global call-to-action for consumers to post selfies in their CKU.
Though #mycalvins started pretty grassroots, consumer adoption was overwhelmingly fast, putting CK back amongst cultural conversation, and ultimately becoming the central brand marketing strategy for the years that followed with an evolution in positioning from ‘body as sexy’ to ‘life as sexy.’
2014
ME AND
#MYCALVINS/
The campaign launches with celebrity posts — including by Kendall Jenner, Trey Songz and Selena Gomez — creating cultural momentum and a consumer call-to-action: Show Yours. #mycalvins. In the months that followed, that momentum continued with global celebrity posts, and regional influencers and opinion leaders to micro target.
CONSUMER RESPONSE IS OVERWHELMING:
NEARLY 1M INSTAGRAM POSTS ARE TAGGED WITH #MYCALVINS
Reacting quickly to increased consumer interest, a content hub was launched on ck.com pairing user posts with suggested product to catalyze direct-to-consumer sales. For the first time, #mycalvins appears in an advertising campaign for Calvin Klein Jeans and Underwear shot by Mert and Marcus for Calvin Klein.
FAN SPECULATION GOES WILD
ON SOCIAL MEDIA
Consumers, celebrities, and influencers continue to post prolifically. Feeling a bit left out of the game, Justin Bieber posts unsolicited several times, going so far as to solicit comments from his follower in response to the question: ‘What if I do a Calvin Klein campaign?’
2015
LISTENING
TO CONSUMERS/
The sales reports are in: Modern Cotton is a smashing success and sells out, everywhere.
ORDERS FOR WHOLESALE
UNITS INCREASE 700%
Calvin Klein invests heavily in supply chain to meet demand. Justin Bieber becomes the face of #mycalvins, blowing all ‘break the internet’ statistics. Kendall Jenner becomes the face of an exclusive #mycalvins collection launching at key niche retailers Opening Ceremony and The Webster.
FOLLOWING ITS LAUNCH,
SNL PARODIES JUSTIN’S CAMPAIGN
But he takes it on the chin like a pro, joining the brand for a blow out global event in Hong Kong — his first time performing in the city. A short form film shot by Rory Kramer documents his journey on the ground.
#MYCALVINS IS AWARDED THE FIRST OF TWO GRAND CLIO AWARDS FOR BEST INTEGRATED CAMPAIGN IN FASHION AND BEAUTY
2016
LIFE AS SEXY/
The time came to lean in to our success. New positioning rolls out with a new call-to-action evolving the message from how you look to what you do in your Calvins: an intentional shift from a focus on the body as sexy to life as sexy.
This new messaging rolls out on New Years as microinfluencers follow the countdown around the global, each posting exclusive content spreading this positioning:
I ________ IN #MYCALVINS
THE BIGGEST CAMPAIGN
IN THE BRAND’S HISTORY
The new tagline becomes the central theme behind a mega campaign featuring over 30 mixed influence ambassadors including Kendrick Lamar, Justin Bieber, Young Thug, and Margot Robbie, alongside skateboards, street vendors, and every day people cast straight from the streets of Venice. The casting was inspired by and meant to reflect the truly diverse consumer response from across the globe.
A short form documentary captures the four week long filming of the campaign.
VIDEO FIRST APPROACH
TO CONTENT THAT STANDS OUT
A series of brand experiences are activated to drive an always on strategy, rolling out around key cultural milestones globally. A second campaign follows later that year evolving the campaign positioning further to focus on how you feel in your calvins.
New faces join the factory of talent, including Frank Ocean, Bella Hadid, and FKA Twigs, among others. Each talent had their own unique content strategies — one example of with was a self-directed music video with FKA Twigs.
2017 and beyond
JUST A PART
OF THE DNA/
#mycalvins becomes an evergreen component of Calvin Klein’s marketing strategy with content modifications that add new dimensions to the program. It’s a symbol for the celebration of individualism and the freedom of self-expression.
Whether leaning in on current trends — such as putting virtual influencer Lil Miquela in a campaign alongside Bella Hadid — or making a statement on inclusivity by spotlighting body positivity by placing in the campaign Beth Ditto from indie band Gossip, #mycalvin is a part of the brand’s DNA, as brand head Manny Chirico commented when prompted by an analyst on an earnings call.
It remains to this day — with over a billion social media impressions, two Clio Awards, and incalculable earned media value.
