Latest Issue
On the Cover
Pandemic Rebound? First Start with a Clean Slate
St. George's freshened up its brand before reconnecting with shoppers whose habits COVID altered.
Resource Directory
Portraits of recording artists, models and other celebrities in their underwear can get a little racy. Then again, we’re talking about a Calvin Klein campaign here. The company recently shipped underwear to 100 influencers in 15 countries, including model Miranda Kerr and recording artist Trey Songz, and asked them to take selfies to be posted online. The first three photos reportedly generated more than one million fan interactions in just 24 hours. Building on the marketing momentum, Calvin Klein is now turning to consumers for selfie endorsements.
Anyone who posts one sporting the brand on Instagram, Twitter or the label’s website will have a chance to be featured in the #mycalvins online gallery. Appearing in a photo lineup might not sound like much of a prize, but then again if you’re willing to send in a picture for this contest you must rate celebrity pretty high. Malls could run similar campaigns—minus the underwear, perhaps—to attract new retailers.
Let’s say Anthropologie was the target. You could encourage the retailer’s local fans to post photos that showed how Anthropologie products fit into their lives—mugs to enjoy a morning coffee, candlesticks for a romantic dinner, a new dress to wear to a high-school reunion, or whatever else. Create an album on Pinterest or Instagram to share with the retailer as part of your leasing pitch. If you’re successful in signing the lease deal, pick two people at random from your gallery to receive Anthropologie gift cards and a grand-prize winner to treat to a shopping spree at the store.
Mar.
2014
2014
Posted in Digital Marketing
