Brand Spotlight: Calvin Klein

Published by Engagement Labs on January 20, 2015


The iconic underwear brand Calvin Klein, has been making lots of noise on social media in the past couple of weeks, specifically on Twitter. The #MyCalvins marketing campaign has been an example of content marketing at its finest. The goal was to update the prestige of the underwear brand for a new generation. Hence, using the biggest teen icon of this generation, Justin Bieber. Ever since getting him on board and the launch of his ads, Calvin is heating up all over the web, culminating with this past weekend’s SNL skit.

The explosion certainly began on January 6th with this tweet, which as anyone can see below, went viral…

Followed by this Calvin Klein tweet:

There has been a seemingly endless amount of #MyCalvins tweets coming in since. User-generated content from fans taking pictures of billboards, or posting pictures of themselves wearing underwear ;).

As evidenced by the catapulting of their eValue score in the time period soon after, we can see that this campaign is an example of exceptionally executed content marketing. User engagement (especially brand mentions, retweets, favorites, replies) skyrocketed!

Screen Shot 2015-01-20 at 9.36.05 AM

This video ad by Calvin Klein also contributed, although we prefer Saturday Night Live’s version much better.

To find out how your brand measures up, or to view any two competing brands of a specific industry, just access the evalue analytics tool to get extensive analytics for top brands. If you are a professional user, you might want to sign up for eValue pro to access even more.