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Background:
When Calvin Klein dropped its new spring 2024 marketing campaign with a shirtless Jeremy Allen White sporting the model’s signature underwear on Jan. 4, it set the web ablaze. Social media feeds flooded with response movies and media retailers lined the marketing campaign broadly. The next week, Calvin Klein noticed a 30 % year-over-year enhance in underwear gross sales.
Whereas the model may by no means have predicted the big response the marketing campaign would generate, Calvin Klein’s chief advertising and marketing officer Jonathan Bottomley says the model did the whole lot it may to place the technique in place for it to take action.
“In a tradition that’s very flat, how do you create these spikes … we undertake what we name an leisure mentality,” stated Bottomley on stage on the BoF Skilled Summit in New York.
This week on The BoF Podcast, BoF founder and editor-in-chief Imran Amed sits down with Bottomley to unpack Calvin Klein’s advertising and marketing technique and the way they lower by means of the noise to create cultural moments.
Key Insights
- Calvin Klein’s leisure mentality could be damaged down into three most important components. “Firstly, we put a number of concentrate on creating tales and creating content material that persons are going to need to spend time with. The second factor is we expect actually onerous in regards to the expertise, not simply when it comes to attain of engagement, however the alternative to create a cultural character, present them in a means that possibly you haven’t seen earlier than,” Bottomley explains. “After which the third factor is media. We work with actual intention to mix the media combine, to attempt to sport the algorithm and and actually to chop by means of.”
- Bottomley stresses that the model doesn’t purpose to courtroom controversy. “There’s an authenticity to what we do, which is partly the DNA as a model. This concept of sensuality and empowerment, they go collectively,” he says. “It’s rather more to do with partnership, artistic expression, and this concept of a personality that we really feel goes to work, however that our associate actually believes in.”
- On balancing model advertising and marketing and efficiency advertising and marketing, Bottomley believes the 2 are intertwined. “The way in which we give it some thought is that the whole lot is model and the whole lot is efficiency. The crucial of a model is to guide and to say from inside the confines of the place tradition goes, ‘how can we step exterior that and excite folks with one thing?’”
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