The Global Communications team worked with Marketing to develop a 360° digital influencer and user-generated content initiative by enlisting global influencers with large social media followings to create posts on their own channels featuring the Calvin Klein Underwear 'Modern Cotton' and 'Dual Tone' products via a paid and unpaid seeding strategy. On calvinklein.com the brand featured a #mycalvins hub which incorporated influencer and fan posts onto the site linking fan images to product available on the site. This drove fan engagement on social media and drove fans to the ecommerce site.

Results:

300 million fans, across 25 different countries generating over 10 million fan interactions. Paid social media resulted in over 37.3 million impressions globally, with 1.2 million social engagements across all platforms. We saw a 20% year-over-year increase in traffic to the underwear section of our e-commerce site as well as 60 thousand dollars in revenue directly attributed to the #mycalvins hub on calvinklein.com.

A new generation proved that CK underwear will never go out of style.