CALVIN KLEIN Underwear Launches Global Multimedia Campaign

Calvin Klein has officially launched the global omni-channel campaign - 'Show yours. #nycalvins" 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 silmultaneously taps into her 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. “This is initiative was ultimately inspired by what we were already seeing from consumers on social media, so we wanted the actual campaign to not only celebrate that, but to actually be driven by it,” said Malcolm Carfare, Calvin Klein, Inc.’s EVP & Chief Communications Officer. “We decided to place the launch of the #mycalvins initiative in the hands of these influencers. Through a public relations strategy that began by engaging social media opinion leaders and VIPs and seeding product to them, we invited them to show us what the culture of Calvin Klein Underwear means to them and share that with their followers.” For more info, check out on Calvin Klein