You can’t have an Instagram session at the moment without coming
across your favourite celebs doing their thing for the new #mycalvins
campaign. An Instagram campaign, lead by top celebrities and social
influencers, that requires you to take your most arty and sometimes
daring shot of you in your logo waistband CKs, and post on Instagram
with the hashtag #mycalvins.
Lara Stone is the face of the campaign, naturally, which has been shot by the renowned photographers Mert Alas and Marcus Piggott. The campaign features Stone draped over the gorgeous Matt Terry with her white CK logo waistband on show, with the hashtag emblazoned over the shot. Shot in the classic Calvin Klein black and white style, it’s reminiscent of those iconic 1981 campaign shots with Brooke Shields, giving the campaign a sense of nostalgia. An interesting juxtaposition of old with the new technology.
Lara kicked off the campaign, and since, thousands have followed in her footsteps. From girl of the moment Kendal Jenner, to Miranda Kerr, Daisy Lowe and even fashion bloggers such as Man Repeller and The Blonde Salad have jumped on the band wagon. It’s an incredibly clever use of celebrity endorsement in this overcrowded celebrity/brand environment we live in. It’s clear to see that the PR team have chosen their celebs carefully, as the wrong celebrity could instantly tarnish brand perception. Interestingly, Lottie Moss, sister of supermodel Kate Moss, and long-time face of Calvin Klein and THOSE 90s ad campaigns, is the newest in line to get her CKs out for the Calvin Klein x Mytheresa.com Reissue Project. The results, shot by Michael Avedon, are fresh-faced, laid back and show off mini-Moss’ natural, innocent beauty all with that 90s vibe, a small reflection of Kate’s originals. The Mytheresa.com Reissue Project collection launched with the retailer on the15th July, and features nine archive, but modernised pieces from the 90s, designed by Global Creative Director Kevin Carrigan.
CalvinKlein.com have also dedicated a whole space on their site to this new digital campaign, creating an area where you can easily upload your best #mycalvins Instagram shots to the site for millions of others to see. Something not too dissimilar from Burberry’s long-running Art of the Trench site. Using e-commerce technology Olapic, means consumers are able to click on peoples uploaded photos, and buy what they see in the photo there and then.
I find this digital campaign fascinating, and is actually what inspired me to get back into blogging. The hashtag worked like a dream. It is simple and easy enough for anyone to join in, and being such a credible and high-end brand like Calvin Klein, it’s a way into the Calvin Klein club without having to spends thousands on the latest catwalk look or hottest handbag. All you need is your CK underwear.
Not only is this campaign doing wonders for brand image and perception, features like the instantly shoppable part means it is also driving sales. The core of every business.
CK did good.
Lara Stone is the face of the campaign, naturally, which has been shot by the renowned photographers Mert Alas and Marcus Piggott. The campaign features Stone draped over the gorgeous Matt Terry with her white CK logo waistband on show, with the hashtag emblazoned over the shot. Shot in the classic Calvin Klein black and white style, it’s reminiscent of those iconic 1981 campaign shots with Brooke Shields, giving the campaign a sense of nostalgia. An interesting juxtaposition of old with the new technology.
Lara kicked off the campaign, and since, thousands have followed in her footsteps. From girl of the moment Kendal Jenner, to Miranda Kerr, Daisy Lowe and even fashion bloggers such as Man Repeller and The Blonde Salad have jumped on the band wagon. It’s an incredibly clever use of celebrity endorsement in this overcrowded celebrity/brand environment we live in. It’s clear to see that the PR team have chosen their celebs carefully, as the wrong celebrity could instantly tarnish brand perception. Interestingly, Lottie Moss, sister of supermodel Kate Moss, and long-time face of Calvin Klein and THOSE 90s ad campaigns, is the newest in line to get her CKs out for the Calvin Klein x Mytheresa.com Reissue Project. The results, shot by Michael Avedon, are fresh-faced, laid back and show off mini-Moss’ natural, innocent beauty all with that 90s vibe, a small reflection of Kate’s originals. The Mytheresa.com Reissue Project collection launched with the retailer on the15th July, and features nine archive, but modernised pieces from the 90s, designed by Global Creative Director Kevin Carrigan.
CalvinKlein.com have also dedicated a whole space on their site to this new digital campaign, creating an area where you can easily upload your best #mycalvins Instagram shots to the site for millions of others to see. Something not too dissimilar from Burberry’s long-running Art of the Trench site. Using e-commerce technology Olapic, means consumers are able to click on peoples uploaded photos, and buy what they see in the photo there and then.
I find this digital campaign fascinating, and is actually what inspired me to get back into blogging. The hashtag worked like a dream. It is simple and easy enough for anyone to join in, and being such a credible and high-end brand like Calvin Klein, it’s a way into the Calvin Klein club without having to spends thousands on the latest catwalk look or hottest handbag. All you need is your CK underwear.
Not only is this campaign doing wonders for brand image and perception, features like the instantly shoppable part means it is also driving sales. The core of every business.
CK did good.
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