Calvin Klein unveils digital-first campaign
This marks the brand’s debut on TikTok and will attempt to attract youth with videos and hashtag challenges
Calvin Klein has come up with a new spring campaign #MyCalvins. The campaign is meant for promoting both clothes and underwear and has been based on a setting more familiar to the young audience.
The first video features Grammy nominated singer-songwriter Shawn Mendes, actor Noah Centineo, model Kendall Jenner and musician A$AP Rocky.
This will be a digital-first brand, coming after the company’s announcement to move out of Print. The brand has prioritised the mobile and digital experience with more emphasis on video. It is also looking for marketing with good storytelling and product conversations.
The campaign video has been running on paid media channels, Instagram, Facebook and YouTube. This also marks the brand’s debut on TikTok, a short-form mobile video platform. With TikTok, the brand can attract the youth with videos and hashtag challenges.
CEO Steve Shiffman was quoted as saying: “Our industry is witnessing a historic transformation in consumer behaviour which presents a significant growth opportunity... Now more than ever, we must double down on meeting consumer demands by creating culturally relevant products and experiences that engage communities by pushing fashion and culture forward.”
The digital-first strategy comes along with Consumer Marketing Organization meant to focus on consumer engagement and shopper experience.
