Justin Bieber wields more social power than
Kim Kardashian. According to WWD, Calvin Klein gained about 3.6 million Twitter
followers after releasing the images of his first campaign, in which he poses
Marky Mark style alongside Lara Stone.
The controversial images dropped January
6 and the hashtag #mycalvins has been mentioned more than 1.85 million times
and counting—approximately five times that of Kardashian’s attempt to
#breaktheinternet. Not to mention the countless outlets that have covered the
campaign’s evolution from its release to retouching rumors, and the epic
Saturday Night Live parody.
The campaign images, shot by Mert Alas and Marcus Piggott,
are everywhere, and the story’s cycled in and out of conversation for two
weeks—with no real end in sight. Each and every reference to the pop star’s
partnership with the clothing company expands the ad’s reach to consumers that
were previously unreached by Calvin Klein.
But it takes more than a devoted following of super
supporters to garner as much traction as Calvin Klein has with this round of
advertising. Taylor Swift, who only trails Bieber by a few million followers
across her various social media accounts, hasn’t made Keds a must-have sneaker
(yet); Lady Gaga’s Versace ads didn’t have the same longevity or sway over her
Little Monsters (43.7 million followers
strong on Twitter); and Britney Spears didn’t effectively persuade anyone to
buy Candies footwear.
So what made Calvin Klein’s collaboration with Biebs such a
success in comparison to his peers’ attempts at shilling products? It could be
the pop star himself. People love him — as evidenced by his 59.4 million
Twitter followers — but people also love to hate him. Calvin Klein’s marketing
scheme could also have played a part: they teased the campaign for weeks and
have continued to stoke the flame. But whatever it might be, it’s sure to be
replicated in the future.Culled
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