Nobody loves a selfie better than a fashion blogger. Calvin Klein has tapped into this behavior and turned it into an (mostly) organic campaign.
What makes this different than other Instagram campaigns is CK is putting the power in the public’s hands. Essentially, they sent out free undergarments to the “Instagram elite” and kindly asked them to post a picture of themselves in their skivvies with the hashtag #mycalvins.
Why has this worked so well? 1) CK isn’t asking people to follower their outlet. In fact, IG users aren’t even including the @calvinklein IG handle in their posts. Omitting the seemingly forced “make sure to follow @XX!” caption makes the campaign seem all that more authentic and less promotional.
2) Sex sells. It’s a hard pill to swallow as marketers, but it’s true. When model and VS Angel Miranda Kerr initiated the #mycalvins trend, the Internet practically broke.
3) CK has also created mycalvins.calvinklein.com in addition to its Instagram promo. These user-generated content sites are not new to the e-commerce world. Average humans like to see other average humans in clothes IRL – not models in front of a white background. Free People, for example, is also in on this trend with FP Me Takeover. Bonus: their site’s are also enabled for e-commerce, i.e, you can buy what’s in that Valencia filtered picture.
For all those who have been fretting that there just aren’t enough pictures of people in their underwear on the Internet, Calvin Klein has a plan. It’s launching its latest line of men’s drawers with a new #mycalvins campaign, encouraging bloggers, models, musicians and even run-of-the-mill fashionistas to post their skivvy selfies.