CALVIN KLEIN – THE XX SOCIAL CAMPAIGN
In the spring of 2017, Raf Simons, the then Chief Creative Officer for Calvin Klein, collaborated with the English Indie Pop band, The xx, on their music video for “I Dare You.” I worked with our internal teams to bring this project to life across the social media landscape.
Senior Social Strategist
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.
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.