Celebrity influencers have repeatedly confirmed their role in boosting brand awareness, but their power to drive sales is less clear. Calvin Klein’s #mycalvins campaign demonstrates how the right celebrity partnership can spark conversions in addition to awareness.
The campaign began picking up steam with the January debut of Justin Bieber in the brand’s classic briefs, referencing previous models Kate Moss and Mark Wahlberg. Bieber’s star power brought the campaign video over 10.5 million views on YouTube, making it the fourth most viewed brand video in L2’s Digital IQ Index: Fashion.
The #mycalvins hashtag was also a social success, with nearly 200,000 Instagram mentions over the last two months. On Facebook, the L2 study finds that posts containing the hashtag receive 1.5 times as many likes as the average post; similarly, #mycalvins tweets generate 4.2 times more interactions.
Crucially, the brand translated that social payoff to a financial payoff. Linking content to commerce, the campaign microsite lets fans shop user-generated Instagram uploads tagged with #mycalvins. As a result, the new modern cotton collection completely sold out in the U.S. and Europe, and Calvin Klein saw e-commerce underwear sales increase by 21% – proving that influencers can drive sales as well as social buzz.