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Editor's pick social media

Calvin Klein expands #mycalvins campaign to incorporate denim

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The #mycalvins social media campaign from Calvin Klein Underwear, which encouraged followers to upload photos of themselves wearing their branded smalls on Instagram, Twitter or Vine, has been going strong since February 2014.

According to the company, “thousands” of posts (we heard circa 7,000 to be precise) have engaged over six million fans and reached over 200 million of them from more than 23 countries.

Now, that same initiative has been expanded to denim. For autumn/winter 2014/15, the Calvin Klein Underwear and Calvin Klein Jeans campaigns have been brought together, featuring the familiar faces of Lara Stone and Matt Terry. Shot by Mert Alas and Marcus Piggott, the duo are portrayed in black and white, with the #mycalvins hashtag also featured, highlighting how intrinsic it has become to the campaign.

Indeed the hashtag will be pushed prominently across print, digital, and outdoor advertising executions as well as in-store, on hang tags and at point of sale. Furthermore at retail, the campaign is set to expand with the call-to-action: “Put it on. take it off. show yours. #mycalvins”

As with the original launch for underwear, a series of celebrities and digital influencers are continuing to be engaged, posting their own shots with the hashtag too.

Also worth checking out: the recent #CKmeforme campaign via Snapchat and Tumblr.

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Categories
film

Calvin Klein proves value of video for conversions

The launch of the all-new Push Positive Bra from Calvin Klein was its single-best (for a bra) in the brand’s history and it sounds like its video campaign starring Lara Stone dancing to Salt-n-Pepa’s Push It, is why.

According to a story focused on video as a strong measure of ROI in WWD yesterday, the 32-second ad from last August has had 10.9m views to date and garnered more than 450m impressions. Importantly, during the time of the campaign, calvinklein.com saw a 30% increase in overall traffic and a 385% increase in referral traffic from YouTube.

Ad dollars behind the spot undoubtedly helped – the brand took over YouTube’s homepage in 10 markets, including Singapore, Taiwan and Korea, and placed the ad in-stream on multiple other YouTube videos through the site’s TrueView advertising system.

The audience retention rate for the video – meaning those who watched the whole segment rather than clicking away – was well above the industry standard too, at over 80%. Its men’s Concept underwear spot, which first aired during the Super Bowl this February, meanwhile, also saw a retention rate of over 85%.

Calvin Klein CEO, Tom Murry, said: “As a brand, video has not only been integral to our overall communications strategy but also a part of the brand identity. We see YouTube as the natural place to house and curate our digital video content… [It’s] an impactful way to reach and interact with our audience through multiple touch points — desktop, tablet and mobile.”

According to WWD, video is proving to be the most powerful digital medium for reaching consumers in a measurable way. Importantly it’s also proving a killer option for the fashion and retail space in terms of driving conversion. Statistics from YouTube and research firm Compete show four in 10 consumers visit a store either online or in person as a direct result of watching a video online. This shopper also tends to be a retailer’s most valuable customer: 28% of those who watched a retailer’s online video spent more than $500 on apparel in the past six months, while only 2% of non-video watchers did.

Maureen Mullen, L2’s director of research and brand advisory, added that video is now a “way to push consumers further down the purchase funnel”.

Categories
digital snippets e-commerce social media Uncategorized

Digital snippets: Calvin Klein, M&S, River Island, Alberta Ferretti, Net-a-Porter

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • Lara Stone dances to Salt N Pepa’s “Push It” in new Calvin Klein Underwear video (as shown) [GraziaDaily]
  • M&S pledges to ‘fail fast and move on’ with £250m e-commerce drive [Marketing Magazine]
  • River Island’s brand director Farida Kaikobad discusses social media [DisneyRollerGirl]
  • Alberta Ferretti unveils revamped website [WWD]
  • Net-a-Porter creates iPad app for entertainment and e-commerce [Econsultancy]
  • Createthe Group launches social fashion game [WWD]
  • New app Cinemagram draws brands with Instagram-like GIF function [MediaPost]
  • Style Coalition introduces online video channel [NY Times]
Categories
Uncategorized

Calvin Klein to reveal interactive digital challenge for new fragrance

Calvin Klein is set to launch an interactive digital campaign to help celebrate the release of its new men’s fragrance, Encounter Calvin Klein, this September.

“Dare to Encounter” as the initiative is called, encompasses a virtual journey and a series of challenges for users to unlock and engage with on a dedicated website.

Fronted by True Blood actor Alexander Skarsgård, who was announced as the face of the scent in June, it follows a tale of desire with the brand’s other campaign star and supermodel muse, Lara Stone.

It uses animated GIFs (as shown) to “capture moments from the television advertising shoot and bring them to life in an unexpected way”.

All those who complete the challenge will be granted access to watch the Encounter Calvin Klein short film, and be entered into a prize draw.

The campaign was created by Fabien Baron of Baron + Baron, alongside Calvin Klein’s in-house advertising agency CRK, and interactive media and technology agency AKQA.

Categories
mobile social media Uncategorized

Calvin Klein launches biggest digital initiative to date with ck one lifestyle campaign

Teasers for the all-new ck one lifestyle line from Calvin Klein were released today.

Conceived by consulting creative director Fabien Baron of Baron + Baron, the launch campaign marks the company’s largest digital initiative to date.

Based primarily on a series of interactive videos, the initiative begins with a new website at ckone.com where users will be able to not only engage with content from the brand, but also upload their own.

A facility to submit and tag videos will be integrated, with posts positioned alongside content from the campaign’s cast members in a bid to make consumers feel as involved as possible with the brand.

“This is an important global multi-product launch and represents the company’s largest digitally-focused campaign to date,” said Tom Murry, president and CEO of Calvin Klein, Inc. “The emphasis on social media and the interactivity of this campaign serve to redefine the ck one brand for a new generation. The creative is exciting and strong and the multi-prong platform is on target to reach a younger demographic, while remaining true to the legacy of the iconic ck one brand.”

The line itself incorporates underwear, denim and swimwear inspired by the iconic unisex fragrance of the same name.

The ads are fronted by model Lara Stone, who is the face of the company across its various brands. Joining her are a variety of other young models, musicians, actors and sports stars including Alice Dellal and Abbey Lee Kershaw, boxing champion Robert Evans, and dancer Jackson Blyton Megran.

It was shot by Steven Meisel, who can also be credited with creating those infamous ck one fragrance ads starring Kate Moss and Marky Mark in 1994.

Kevin Carrigan, global creative director of Calvin Klein Jeans and ck Calvin Klein, said: “Mark and Kate were just young kids then and we wanted the same feel. We wanted to show how diverse the collection is when worn by different people, so we took one jean, one shirt, a great grey T-shirt; classic American basics, and gave them to these cool kids.”

“We put them all in a room, just a big mirrored box surrounded by cameras, and let them try the collection,” Carrigan told Vogue.com. “The ck one collection is not about wearing clothes the way you’ve been told, it’s about making them your own. We put the pieces in there in all sizes, from XXXL to XS; it’s not about the perfect size – it’s a play on proportion and androgyny. Girls were wearing jeans that were baggy and far too big, or wearing oversized shirts as dresses, they made the collection their own. It’s the personalisation of fashion – and the campaign is really just a reportage of them trying the clothes.”

The full reveal of the campaign takes place from March 1, while in the meantime fans are encouraged to become fans of Calvin Klein on Facebook to be kept up-to-date with more information.

There’s also a mobile app, which will integrate video and social media as well as the use of augmented reality to enable further access to content such as from behind-the-scenes.

And if you’re in one of a dozen or so major cities around the world, it’s also likely you’ll spot the campaign on one of numerous LED billboards.

The print version of the campaign, created from stills of the videos, will debut in April magazines, and for the first time be globally enabled with AR technology.