Show Yours – #mycalvins

 

By: Kourtney Muller

Calvin Klein’s brand purpose is all about providing a modern, comfortable, and proactive design. In 2013, the brand realized that their industry was becoming crowded because of new designers. They also realized that they had not created a campaign that had really created a buzz through talk value and public frenzy in 30 years.

In September 2013, Calvin Klein launched their “Show Yours – #mycalvins” campaign. Their objective was to target groups of millennials and stay connected through social media. The brand knew that this group of individuals would be perfect for sharing content on social media. To get the individuals to share related posts, the brand used influencers. The “mycalvins” hashtag was used on all owned digital sites including Facebook, Twitter, Tumblr, and Instagram. On the Calvin Klein website featured a #mycalvins hub which included posts from fans and influencers onto a separate site that featured products that were available. Along with owned media, the brand used billboards, display ads, digital videos, and a microsite.

In the end, this was a very successful campaign. There had been 33 thousand photos that used the “mycalvins” hashtag. Calvin Klein saw a 20% increase in traffic on their website. The “mycalvins” hashtag itself also generated 60 thousand dollars in revenue.

Source: Article from WARC

http://0-www.warc.com.library.unl.edu/Content/ContentViewer.aspx?MasterContentRef=7acda495-764c-45da-9535-5635598924ff&q=owned+media+campaigns&CID=A104930&PUB=EFFIES

 

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