Calvin Klein #MyCalvins Campaign
Communication Method: Two Way Symmetrical Communication Model
Communication Medium: The medium through which this campaign is received is through social media. The ‘#MyCalvins’ hashtag is used on all social media platforms, mostly Instagram.
Communication Theory: This campaign encourages digital promotion of the brand through asking celebrities to post an image of themselves on Instagram wearing Calvin Klein apparel with the campaign line I____ in #MyCalvins, therefore encouraging the Public to join in and use the # themselves. ______________________________________ In this generation it is interesting to see how social media and technology have such a confounding impact …show more content…
has been a successfuly run company for over 40 years, having employed many strategic brand decisions over the years in order to improved their brand equity. In the Spring of 2016 Calvin Klein Underwear brand launched its latest collection with an extremely clever and catchy viral social media campaign. It involved simply the profile of some big name celebrities such as Kendall Jenner, Justin Bieber and Kendrick Lamar but to name a few and the hashtag #MyCalvins. This was a digital campaign spread through social media platforms such as Instagram which now has over 520,000 photos tagged #MyCalvins featuring celebrities, models, bloggers and the …show more content…
The hashtag language references a memorable 1981 television ad for Calvin Klein Jeans featuring a teenage Brooke Shields whispering, "You wanna know what comes between me and my Calvin's? Nothing." It is therefore clear that the strong imagery and advertisement of the brand's past have been an important aspect of the #MyCalvins campaign.
Each individual was made to feel although they too, alongside these big name celebrities could do whatever they wanted whilst wearing their Calvin Klein underwear, leading more and more people to desire their own athletic set. Perceived as comfortable, stylish and desirable online this consequentially led to an increase in demand for the product in order to live the lifestyle of the celebrities, bloggers and models that was shown
Communication Method: Two Way Symmetrical Communication Model
Communication Medium: The medium through which this campaign is received is through social media. The ‘#MyCalvins’ hashtag is used on all social media platforms, mostly Instagram.
Communication Theory: This campaign encourages digital promotion of the brand through asking celebrities to post an image of themselves on Instagram wearing Calvin Klein apparel with the campaign line I____ in #MyCalvins, therefore encouraging the Public to join in and use the # themselves. ______________________________________ In this generation it is interesting to see how social media and technology have such a confounding impact …show more content…
has been a successfuly run company for over 40 years, having employed many strategic brand decisions over the years in order to improved their brand equity. In the Spring of 2016 Calvin Klein Underwear brand launched its latest collection with an extremely clever and catchy viral social media campaign. It involved simply the profile of some big name celebrities such as Kendall Jenner, Justin Bieber and Kendrick Lamar but to name a few and the hashtag #MyCalvins. This was a digital campaign spread through social media platforms such as Instagram which now has over 520,000 photos tagged #MyCalvins featuring celebrities, models, bloggers and the …show more content…
The hashtag language references a memorable 1981 television ad for Calvin Klein Jeans featuring a teenage Brooke Shields whispering, "You wanna know what comes between me and my Calvin's? Nothing." It is therefore clear that the strong imagery and advertisement of the brand's past have been an important aspect of the #MyCalvins campaign.
Each individual was made to feel although they too, alongside these big name celebrities could do whatever they wanted whilst wearing their Calvin Klein underwear, leading more and more people to desire their own athletic set. Perceived as comfortable, stylish and desirable online this consequentially led to an increase in demand for the product in order to live the lifestyle of the celebrities, bloggers and models that was shown