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Background:
When Calvin Klein dropped its new spring 2024 marketing campaign with a shirtless Jeremy Allen White carrying the model’s signature underwear on Jan. 4, it set the web ablaze. Social media feeds flooded with response movies and media retailers coated the marketing campaign broadly. The next week, Calvin Klein noticed a 30 p.c year-over-year improve in underwear gross sales.
Whereas the model might by no means have predicted the large response the marketing campaign would generate, Calvin Klein’s chief advertising and marketing officer Jonathan Bottomley says the model did the whole lot it might 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,” mentioned 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 minimize by the noise to create cultural moments.
Key Insights
- Calvin Klein’s leisure mentality may be damaged down into three major elements. “Firstly, we put numerous deal with creating tales and creating content material that persons are going to need to spend time with. The second factor is we expect actually laborious concerning the expertise, not simply by way of attain of engagement, however the alternative to create a cultural character, present them in a method that perhaps 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 recreation the algorithm and and actually to chop by.”
- 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 far 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 steer and to say from throughout the confines of the place tradition goes, ‘how can we step outdoors that and excite individuals with one thing?’”
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