calvin klein / user-generated content case studies
Post on 10-Apr-2017
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HOW CALVIN KLEIN BECOME EVEN MORE ICONIC WITH UGC
USER GENERATED CONTENT CASE STUDIES
CALVIN KLEIN:
MADE BY HUMANS. CURATED BY TECHNOLOGY.
IT’S BEEN OVER 2 YEARS SINCE CALVIN KLEIN LAUNCHED ITS #MYCALVINS CAMPAIGN. IN 2015 IT WAS FRESHENED UP WITH THE HELP OF JUSTIN BIEBER, BUT THIS SPRING THEY ADDED A NEW TOUCH OF SCANDAL WHEN THEY FEATURED STARS SUCH AS FKA TWIGS, KENDALL JENNER, ABBEY LEE KERSHAW AND OTHERS.
PHOTOS OF CELEBRITIES WERE POSITIONED ALONGSIDE STATEMENTS SAYING: “I __ IN #MYCALVINS” WITH A DIFFERENT WORD FILLING THE BLANK EACH TIME – FROM “EAT” TO “MAKING MONEY” AND EVEN “FLASH”.
IT’S EASY TO SAY ‘WE’LL PUT THE CONSUMER
FIRST’, BUT YOU MUST GENUINELY CARE MORE
ABOUT WHAT MATTERS TO THE CONSUMER
THAN WHAT HAPPENS TO YOU.
“
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