This post is written by Stine Haarløv, who has applied for an internship at Mindjumpers. Stine studies Film and Media science at Copenhagen University.
In 1981, Brooke Shields starred a Calvin Klein commercial: “You wanna know what comes between me and my Calvins? Nothing.”
In 1992, Kate Moss was wearing the iconic Calvin Klein underwear in a provocative campaign flashing the waistband-logo.
Now its 2014 and Calvin Klein has once again come up with something good! Using social media marketing in a forceful way, Calvin Klein called for a reinterpretation of the iconic underwear with the international social media campaign: “Show yours. #MyCalvins”
Everyone was invited to do a selfie wearing the underwear, flashing the waistband and finally posting it on Instagram, Twitter or Vine. In return the users were promised publicity on the website gallery.
Two decades after Kate Moss flashed her Calvins the underwear was all over different social media platforms, with the hash-tag #MyCalvins applied.
To get the ball rolling, Calvin Klein sent underwear-samples to the right people: Models and celebrities like Miranda Kerr and Nicole Richie were joining the Calvin Klein-fever, and simultaneously inspiring others to do the same:
All of a sudden Instagram was packed with images of semi-nude girls and boys showing off their iconic waistband. The hottest blogger-girls wrote about it, wanting them. Online stores were ripped, going out of stock.
The #MyCalvins campaign exemplifies how a brand successfully created a dialogue between brand and customer, letting the users produce the content. Additionally Calvin Klein managed to approach two generations: One getting nostalgic, remembering the commercials of the 80s and 90s. And another – who knows how to do a selfie!