Engaging “show yours. #mycalvins”
Debuts via Influencers’ Social Media Posts
NEW YORK, NY, FEBRUARY 19, 2014
– Calvin Klein,
Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH], has officially
launched the global omni-channel campaign – “show
yours. #mycalvins” – a multi-tiered initiative that maximizes the
conversation around Calvin Klein Underwear by leveraging existing consumer
behavior to show the iconic Calvin Klein waistband.
Conceived to
inspire consumers to join the conversation, “show yours. #mycalvins” is an
image-driven initiative which simultaneously taps into the power of the pop
culture “selfie” phenomenon and the reach of key digital influencers Timed to
the in-store arrival of the brand’s latest men’s offering, Calvin Klein Dual Tone, the campaign has initially
engaged over 100 male and female global opinion leaders to curate the
conversation via personal and provocative social media posts. This strategic 360-degree approach will
allow “show yours. #mycalvins” to evolve into various product categories and
live in perpetuity.
Teased out exclusively by
supermodel Miranda Kerr and musician Trey Songz on Monday,
February 17, ensuing talent spans more than 15 countries and all verticals –
including actors and actresses, athletes, models, musicians, bloggers, digital
influencers and other key opinion leaders. Influencers will continue to curate the conversation and set
the stage for user response and content. Bloggers Chiara Ferragni (The
Blonde Salad) and Leandra Medine (The Man Repeller), posted today.
Among
others yet to be named, future posts will be made by a diverse group including
musicians Fergie and Iggy Azalea; models Vanessa Axente, Clark
Bockelman, Garrett Neff, Liu Wen, and Matt Terry;
bloggers Rumi Neely (Fashiontoast), Aimee Song (Song of Style), Bryan
Grey-Yambao (BryanBoy), Adam Gallagher (I Am Galla), Betty Autier
(Le Blog de Betty), Gala Gonzalez (Inside Am-lul’s Closet), and Jennifer
Grace (The Native Fox); as well as digital influencers, such as Poppy
Delevingne, and Hanneli Mustaparta.
In
less than 24 hours since the first of the three influencer photos were posted,
there have been over 1 million total fan interactions among an audience of over
50 million. Songz, who has a combined following of over 26 million fans on his
official Instagram, Facebook and Twitter accountts, posted two photos that
to-date have generated over 830 thousand fan interactions. His first post to
Twitter introduced the hashtag #mycalvins – and in less than two hours it was
trending across four continents. Kerr’s intimate photo, posted to her official
Facebook, Twitter and Instagram accounts on Monday, has generated over 300
thousand fan reactions across her global audience that exceeds 10 million fans.
Calvin
Klein’s social media platforms were updated today with visual imagery to
support the launch of the campaign. Additionally, the digital hub of the
campaign – mycalvins.calvinklein.com – is now live, and will aggregate
and showcase influencer and user-generated content tagged with #mycalvins.
Created in partnership with Olapic, the hub has e-commerce functionality,
allowing users to shop the same or similar styles featured in the fan photos.
The Spring 2014 Calvin Klein
Underwear campaign – which includes print ads shot by renowned fashion
photographer Steven Klein and a :15 second video directed by Fabien
Baron of Baron + Baron – will prominently feature the call to
action and hash tag on all executions on all platforms. The campaign
highlight’s the brand’s latest men’s offering, Calvin Klein Dual Tone,
which combines color and fabric technology to produce a
uniquely modern and vivid combination.
The brand’s global advertising
campaign is comprised of a strategic mix of digital, mobile, print and outdoor
advertising across more than 20 countries. In addition to numerous editions of
leading men’s publications – like GQ, Men’s Health and Esquire – the
launch will also be supported with social media placements on key platforms,
such as Facebook, Tumblr, and Youku
as well as a first-time partnership with Reddit. The
first outdoor executions began to be posted today in the United States –
including the digital ABC SuperSign in Times Square and billboards at Houston &
Lafayette Streets in New York City, as well as one on Sunset Boulevard in Los
Angeles, California.
Calvin Klein, Inc. is one of the leading fashion design and
marketing studios in the world. It designs and markets women’s and men’s
designer collection apparel and a range of other products that are manufactured
and marketed through an extensive network of licensing agreements and other
arrangements worldwide. Product lines under the various Calvin Klein brands
include women’s dresses and suits, men's dress furnishings and tailored
clothing, men’s and women's sportswear and bridge and collection apparel, golf
apparel, jeanswear, underwear, fragrances, eyewear, women’s performance
apparel, hosiery, socks, footwear, swimwear, jewelry, watches, outerwear,
handbags, small leather goods, and home furnishings (including furniture). For
more information, please visit calvinklein.com.
PVH Corp., one of the world’s largest
apparel companies, owns and markets the iconic Calvin Klein and Tommy
Hilfiger brands worldwide. It is the world’s largest shirt and neckwear
company and markets a variety of goods under its own brands, Van Heusen,
Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Warner’s
and Olga, and its licensed brands, including Speedo, Geoffrey
Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL
Michael Kors, Sean John, Chaps, Donald J. Trump Signature
Collection, JOE Joseph Abboud, DKNY, Ike Behar and John
Varvatos.
###
EDITORIAL CREDIT: Calvin Klein
Underwear / show yours. #mycalvins
IMAGE
CREDIT – AD CAMPAIGN: © 2014 Steven Klein
SOCIAL MEDIA: facebook.com/calvinklein; calvinklein.tumblr.com;
google.com/+calvinklein;
youtube.com/calvinklein;
twitter.com/calvinklein; instagram.com/calvinklein
brand handle:
@calvinklein; dedicated
hashtag: #mycalvins
CONTACTS:
Calvin Klein, Inc.
Jennifer Crawford, SVP, Corporate Communications / 212
292 9795 / jennifercrawford@ck.com