CALVIN KLEIN – THE XX SOCIAL CAMPAIGN

ROLE

Senior Social Strategist

STRATEGIC APPROACH

LAY THE FOUNDATION

With this being a true partnership between brand-and-band, it was important that neither entity got lost. We chose to use the song’s lyrics as teaser copy and pair them with portraits of the band members. We effectively built an intrigue with fashion-and-music lovers alike.

AMPLIFY THE MESSAGE

We used social media to help premiere the music video. Media pickup was immediate including GQ and Billboard. Moving beyond the music video, we focused our attention on clips and photos of the cast wearing a mixture of items that were exclusive and available for purchase.

DRIVE SALES

With its global success, the #mycalvins hashtag was known to help positively impact sales. Despite being retired, it was recommended that our post with Paris Jackson informally re-introduce this hashtag.  Not only did this post became one of the most engaged social posts throughout the entire campaign, it helped spike sales for the cotton bralette proving social media could drive meaningful consumer actions.