#mycalvins

Calvin Klein Jeans has been around for some time now. They are the number one leading brand for men’s underwear but they wanted to reach another demographic aka the millennials. In order to reach the new target audience they decided to run a social media campaign. So Calvin Klein decided to start the hashtag #mycalvins and had their customers post a photo of them wearing their Calvin Klein underwear or sport bras and use the hashtag. For their paid media they used paid impressions in order to show everyone else what their customers were wearing. The problem that Calvin Klein was dealing with is that the women underwear weren’t as popular as the mens. In order to get more orders they decided to reach more females. They started with celebrities including Miley Cyrus and Kendall Jenner to post on their social media in order to get more views on their underwear.

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

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