I __influence__ in #mycalvins

When Calvin Klein launched their 2014 marketing campaign #mycalvins, their main focus was to reacher a younger demographic for their iconic labeled cotton underwear. How did they do this? By using big influencers, across a wide range of industries, as well as, reposting content from followers using the provided hashtag via the platform of Instagram.

What did they do?

Calvin Klein pretty much owes all of their success to their hashtag “#mycalvins“. It’s hard to measure the reaction that the world would have had if they did not base their entire campaign around the use of a “fill-in-the-blank” phrase to understand what exactly people do in their Calvins.

By using influencers, this brand was able to attain access to millions of followers through various social media platforms and gain the trust and awareness that comes with each post. Of course, there is strategy behind who a company chooses to, in a sense, to be the face of their brand. In other words, an influencer can really make or break a campaign.

Dan Shewan’s blog post The 8 Rules of Influencer Marketing: How to Find Influencers (& Become One Yourself)dives deeper into what it takes to be an influencer and the rules that companies should take under advisement when they are conducting their influencer search. Therefore, after reading his tips and tricks, it’s obvious that Calvin Klein’s marketing department spent days huddled around a conference table finding the perfect candidates for their campaign.

Kicking off the campaign

A majority of the population might have been somewhat annoyed when they saw another ad debut featuring Justin Bieber. However, as a marketer you’ve got to hand it to him in that he knows how to influence people. With a whopping 1.7 million likes and 200+ thousands comments (either good or bad), he really got the world talking with one simple post. Justin was chosen to be displayed in a variety of ads that Calvin Klein covered billboards, magazine pages, and posters with. They added their hashtag #mycalvins and their logo and called it a wrap.

Moving Forward

Calvin Klein gained a vast amount of attention after the launch of their campaign, but what came next in terms of their marketing strategy would set record highs with number of likes, comments, and reposting.

This company encouraged celebrities to set the tone by filling in the blank of what they do in their Calvins and posting a corresponding image. They then encouraged the public to get involved and do the same. Pretty soon, Instagram was full of in-home selfies featuring your “average Jo” in their Calvin Klein products. This idea not only added allowed the celebrities to be seen in a relatable light, but it inspired a global phenomenon for everyone to get involved.

Below Kendall Jenner and Kendrick Lamar are seen in their Calvins:

View this post on Instagram

💤 @calvinklein #ad

A post shared by Kendall (@kendalljenner) on


What does this mean?

It’s obvious that the influencers involved in this campaign had a huge impact on its success. However, at the end of the day consumers like to see other consumers using said products in order to create realness. This isn’t meant to undermine the effect that influencers can play, they certainly get the ball rolling for brand awareness, but it is ultimately up to the people to keep the momentum going.

Below are two accounts that have chosen to participate in the campaign as well:

View this post on Instagram

Sundays in #mycalvins ✌🏼

A post shared by regan kenny (@reganekenny) on


What can you take away from this?

In sum, influencers are HUGE. They can generate product knowledge and awareness in seconds, if posted to the right audience. What we can learn from Calvin Klein is that picking exactly who to be our brand influencers is important. You want someone that represents the same persona and values that your campaign is trying to promote. Also you need to keep in mind that the number of followers, aka the number of people that will be exposed to the content that is posted, is vital as well. However, for smaller companies that may not be true depending on the variables.

Lastly, if you can create a marketing campaign that gets the influencer and influencee involved, you are golden, and this is just what the “I _____ in #mycalvins” set out to do.

Obviously, every marketing campaign is different and there are pros and cons to each. Feel free to leave us comments on your opinions towards Calvin Klein’s most recent movement.

Why having only one social media platform presence is soooo last season

I suppose the title of this article should be something like “why NOT having every social media platform for your brand is so last season”, because in this day and age that is the reality. It’s rare to find brands, especially ones that are mostly centered around physical goods, like the fashion and beauty industry, that are not utilizing all available forms of social media that are available.

Psssst *spoiler alert* below

Social media in general can be an intimidating thing, especially for marketers that did not grow up with exposure to it since their birth, like many millennials have. In general, however, once you get the hang of how these platforms function, they are very user friendly. But keep in mind these three tips when you begin creating your social media accounts.

1. Know your brand:

– Understand your brand voice and what language, tone, persona, and purpose you are portraying

– Learn your products or services and their details and features

– Interpret your company’s mission and incorporate that throughout

2. Know your audience:

– Recognize what demographic your target market represents and make posts appropriate and catered towards them

3. Know your platform:

– Realize when the best time to post is

– Utilizing platform specific features

– Distinguish what posts belong on which platform

Time to break down the top five platforms

In the rest of this article we will break down some key components of the top five social media platforms, give you insight on what they can provide for you, and of course some examples to follow.

1. Facebook

– Everyone is on this platform, no matter what the age group or demographic

– Creates an easy targets for many markets through advertising

– Provides a platform for customer service and consumer engagement

Lush does a good job on Facebook in terms of providing insight about their products through valuable descriptions and pictures. They even attach hyperlinks out to their websites straight to the shopping cart. Posts like these administer a place for consumers to comment and interact with the items they are featuring, as well as comment questions or opinions they may have.


2. Twitter

– Provides constant updates with news/sales/promotions

– Can allow brand voice to be heard

– Customer service, but unique in that consumers can @ you (aka directly speak to you)

Vogue Mag is able to have their brand voice shine through in collage pictures like the following on Twitter. It’s somewhat of a witty and creative tweet for a well respective and established magazine in the industry. They may not be able to post elsewhere on their social media presences visuals like this, however Twitter allows them to do so.

3. Instagram

– Photos are worth 1000 words

– High visual content videos/images/series of three images (new feature called Carousel Ads)

– Sponsored ads to reach audiences

– Creative platform/ brand expression

Kiko Milano is an Italian brand of cosmetics, make up and skin care products that has created a very visually appealing presence on their Instagram account. Many images like the one below, give the viewer a chance to see promotions and advertisements in such a light that has lots of information, but also is creative and memorable.

4. Pinterest

– Many Fashion and Beauty brands offer seasonal or event specific boards

– Feature many products in different lights

– How to’s and DYI with products and services

Antropologie uses their Pinterest account to create boards that are relevant to certain looks and lines that they currently have in stores and online. Their most current blog focuses around the Spring seasonal items and is more of an inspirational and “Lookbook” type idea other than a print or online catalog.

Source: Pinterest/antropologie
Source: Pinterest/antropologie.com

5. YouTube

– Tutorials and how to’s for products or services

– Place to post advertisements

– Increase SEO (search engine optimization) because its owned my Google

Neutogena uses their Youtube account to interact with their consumers and create a better brand awareness. In the following video, they have used a big influencer, actor Kerry Washington, to explain the launch of their new liquid makeup shades for all skin colors. These are ads that are most likely not aired on typical television networks but allow the company to take their advertising a step further with longer video announcements.

Wrap up

If you do not have much experience with social media then you are probably feeling like an overload of information was just thrown at you. However, even the most experienced social media marketers can hopefully learn something new in regards to the Fashion and Beauty Industry. All in all, social media platforms are suppose to be a way for brands to express themselves creatively aside from the traditional ways they used to in the past. It will certainly be interesting to see what the future holds in terms of the online world of advertising and the impact that will have on print media.

As always, feel free to comment or leave feedback below with your thoughts on “the big five” platforms!

Are Sponsored Instagram Ads Ready For Their Close Up?

Recently, I opened the Instagram App on my daily commute and the first picture that appeared was from a brand called Bombfell. I knew I didn’t follow this account, so why was it there?

My eyes quickly found the word “sponsored” located on the upper right hand corner of the photo and suddenly it all made sense; Instagram had started selling sponsored posts to appear on my homepage. If you have never seen one of these lovely advertisements, here’s my prime example.

Soure: instagram.com/bombfell
Soure: instagram.com/bombfell

How does Instagram do this?

Basically they use your personal info from Instagram and Facebook, like many social media sites do, to gather information and present the most relevant posts, catered specially to you.

Hide this?

It’s easy to eliminate these posts from your homepage by simply clicking on the sponsored tag and selecting “hide this”, however, speaking marketer to marketer, I find it quiet amusing to see the ads that other brands are putting out there.

As an average consumer though, I can understand how these images could be somewhat annoying and why one might want to hide them. I think it’s interesting to note that anyone can create an Instagram Ad now, with a running Facebook page (their parent company) and some simple editing skills, any company can have an Instagram Ad up and running shortly.

Why should you consider advertising on Instagram?

There are a plethora of reasons why one should utilize these “interruptive type” ads and you can read the whole list that Instagram provides on their business website here. Regardless of what industry you are representing, a lot of positive results are currently being generated for this marketing strategy.

Specially speaking within of the Fashion and Beauty markets, this is definitely something that all brands, no matter how big or small, should begin doing ASAP. Why? Well, we’ll tell you:

1. Take a look at these figures that are provided on Instagram’s website. These numbers are crazy, this social media site has skyrocketed in terms of users and content that have been circulated since it’s debut in 2010. Basically we are saying, it would be crazy to NOT be on this platform.

Screen Shot 2016-04-07 at 4.13.19 PM
Source: business.instagram.com

2. Because the F&B market is a goods market, it’s crucial to have links available to your website so consumers can view your products within your advertising. Instagram allows you to hyperlink any URL to the photo or video for easy access.

3. Post engagement is key, F&B brands rely heavily on consumer reviews and testimonies for sales. People trust the opinions of others and by having a comment section available under the advertisements allow others to engage right then and there. As opposed to traditional print or online ads that do not share the same functions as a normal Instagram post.

4. Awareness and views are essential for reaching as many users as possible. Because the sponsored ads are targeted towards people based on their previous likes or accounts they follow, this allows you to reach consumers that you might not have been able to before. For example, if someone follows L’Oreal and Rimmel, then they might recieve Clinque ads based on relevance.

L’Oreal Case Study

The carousel format “lets you show 2-5 images and/or videos, headlines and links or calls to action in a single ad unit” as defined by Facebook. Like many companies L’Oreal took advantage of this new innovation and ran with it.

Source: blog.business.instagram.com
Source: blog.business.instagram.com

Levi’s Case Study

Levi’s is one of the brand that experienced high benefits from advertising on Instagram. Read the following for all the facts:

Source: business.instagram.com
Source: business.instagram.com

Interested in advertising on Instagram?

The Instagram brand actually has their own blog, where they provide helpful tips and tricks for businesses that are currently adverting on their site, or ones that are investigating if they should start. Their posts walk users through new updates that are available, as well as case studies, or more of “brand shoutouts”, to companies they believe are doing a great job advertising with them.


We believe that investing in Instagram advertising is a win-win situation, because if you aren’t doing it then you are missing out. This is a great platform to be creative on and illustrate your brand in it’s best light. So why not give it a try?

Two words for your social media marketing team: Consumer Engagement

So you’ve got all these followers across your social media sites but now what?

Finding a way to interact with your followers on social media is a difficult task that many brands have trouble with, especially if they are a larger company. One of the easiest solutions is to simply respond to comments they leave or to answer questions they have posed. However, how do you get them to fully engage and go beyond a surface level conversation about your product or service? Promotions and Giveaways!

It’s a known fact that consumers love “free” stuff. Or even better,”free” stuff from the brands they already love

There are typically two types of promotions and giveaways that are posted, each with a different motive.

1. The first is aimed at a potential future customer, where you offer them some sort of discount or coupon code in return for a following or just by simply entering their email (side note: this is a great way for you, as the marketer, to get someone’s email address with little to no effort or cost)

Tobi, an online clothing site, does a great job of this. As soon as you enter their website, you are prompted with an interruptive type of advertising pop-up that offers you a discount if you enter your email. A similar pitch is also displayed on their various social media accounts. This tactic works well within the online fashion industry because new customers are sometimes hesitant to try brands they have not shopped at before, so offering some sort of markdown on the price entices buyers to purchase items.

Screen Shot 2016-04-03 at 8.37.51 PM


2. The second is geared towards people that have been customers in the past. The idea here is to further engage with them and promote the products or services that they are currently using. Some companies do this by running picture contests or video submissions, with the winner receiving some sort of prize.

ipsy offers personalized monthly make-up samples for $10 a month. Their Instagram account features monthly giveaways with the submission of a photo of a customer with certain criteria. By doing this, they are promoting engagement with the consumer that is already using their service. Customers are inclined to submit photos due to the extra make-up they could win, in addition to the products they are already receiving that month through their subscription.


The Big Five

It can often be hard to figure out where to begin when it comes to brainstorming and executing such promotions and giveaways, especially with the amount of social media content that is currently floating around. We believe it’s easiest to start with the Five W’s:

Screen Shot 2016-04-04 at 8.53.50 PM

Who – Who is your target audience

What – What do they have to do for said prize and what are they winning

Where – Where is this contest taking place, as in on what social platform

When – When are entries being accepted, accurate timeframe stated

Why – Why should someone participate, get inside the consumer’s mind (also why are you, as a company, doing this? What’s your motive?)

We all know what they say about people that assume things…

Jim Belosic, who happens to be the Co-Founder and CEO of a company called ShortStack, creates online marketing campaigns for a wide range of platforms. After reading several of his blog posts on INC.com and on his own site, we concluded that he knows what he is talking about.

In relation to today’s topic, he provides us with five common assumptions you don’t want to make when it comes to creating a successful contest on social media. Take a look at the post here, it definitely provides some helpful hints! In sum: don’t assume anything.

What does this mean for the Fashion and Beauty Industry?

With a highly competitive market such as F&B, “Sunday Best” is required 27/4/365. This means your social media accounts as well. Due to a rapidly turnover rate, something you posted on twitter three hours ago is already irrelevant. You can read more data on this subject here, thanks to Pamela Vaughan’s blog.

The giveaway items should to be products that the typical consumer cannot buy at their local retail or drug store. That would kind of defeat the point. You want these giveaways to be hot commodities or things that have not even been released yet!

Also, you want the consumer to be creative and have to put effort into their submissions. Amazing work has been reposted/retweeted/re-whatever the newest lingo is by brands and has launched the success of the promotion/giveaway to new heights.

Some of our favorite examples:

* J-Crew – Free shoes every month for an entire year

* Birchbox – $1,000 in Birchbox Points, personal product consultation with a Birchbox editor, and a lifetime subscription to Birchbox

* Fossil – Weekly delights and a $1500 shopping spree

Screen Shot 2016-04-04 at 10.10.14 PM

Our question to you (to leave in the comments of course)

What are some of your favorite prizes that you’ve won via social media promotions and/or giveaways?

The Top Seven Do’s For Spring Break 2016 Visual Related Content

Spring Break: to some this means digging out last season’s ripped jean shorts and spending some time on the beach. To others, this week means finally getting to strut your stuff down the boardwalk wearing that new floral sundress and wooden wedges you snagged a month prior.

Either way, marketers view this week as a crucial turning point for the visual content they post and this sets the tone for the next season.

So with the Spring Break season finally coming to an end, we thought we would take a moment to recap on some of the best visual content that was recently published throughout the fashion and beauty industry. These however are in no particular order:

#1 Urban Outfitters Beauty – Instagram

We’d say this is the definition of “no caption necessary”, @urbanoutfittersbeauty does a great job of showing and not telling their followers what essentials they need this spring.

A photo posted by @urbanoutfittersbeauty on Mar 3, 2016 at 6:58am PST


#2 L’Oreal USA Corporate – Facebook

Although your eyes may not notice the product that L’Oreal has positioned in this image, it is still present, and in fact you cannot even read the labels that are on the little bottles. However, you are still drawn in by the floral arrangements and pastel colors throughout. Once again proving that sometimes the visual content is not supposed to be focused on the product.

#3 Free People – Pinterest

Spring Break is often when musical festivals across the country start to kick off. Within recent years, these events have created a brand knew segment and culture within the fashion industry, some companies even have clothing lines dedicated towards these massive concerts. The company Free People has launched a whole Pinterest Board called Festival Flower to inspire concert goers to dress in their attire.

Screen Shot 2016-03-21 at 6.20.54 PM


#4 Covergirl – Twitter

Sometimes visual content however is straight and to the point. Covergirl places their vibrant lip colors front and center among a bed of flowers and creates a simple picture displaying their spring hues.


#5 Zara – Instagram

Zara released the photo below as the cover for their new spring collection. However, you would not know what they were advertising without the text in the bottom right hand corner. This is a perfect example of how to balance images and text, in visual content.




#6 Tommy Hilfiger – Facebook

Tommy decided to create a spring break video this season staring famous model Behati Prinsloo, showing her twirling around in the tropical jungle wearing a bright sun dress. Unique usage of spelling out the brand’s name “Tommy Hilfiger” letter-by-letter not only forces the viewer to have to pay close attention to figure out who the company is, but also leaves a simple message stating “wish you were here”, which seems to be Tommy’s spring slogan.

Screen Shot 2016-03-21 at 8.12.28 PM

Watch the actual video here: Tommy Hilfiger Facebook

#7 Estee Lauder – Pinterest

Estee Lauder uses a similar technique to what Free People did as mentioned above. They have created a Spring Beauty board on their Pinterest as a collection of their spring favorites. Their effortless images provide a context for what products they are focusing on this season, along with a spring setting that give the pictures the perfect amount of visual appeal.

Screen Shot 2016-03-26 at 11.44.28 PM

So now what?

In sum, the above seven examples capture, to us, what makes great visual content. So to recap, here are some helpful hints:

  1. Show, don’t tell because it’s easier for people to understand pictures and images than it is text.
  2. If you have text, make sure it is limited. It’s called VISUAL content for a reason. Sometimes the use of a caption is the best way to incorporate text, rather than on the image itself.
  3. The focus does not always have to be on the product, sometimes it can just be an interesting and creative image that includes the product in some shape or form.

Our friends at The Content Marketing Institute have written their view on The 27+ Handy Tools for Better Visual Content Marketing in one of their blog posts by Jodi Harris which you can read here. They have a more in-depth look at how to specifically enhance your marketing work and we think it’s definitely worth the read!

The Dove Campaign for Real Beauty has aged 10+ years, but wrinkles don’t scare them.

When it comes to promotional campaigns, companies either sink or swim. There is really no such thing as an “ok” campaign, the public typically remember the “best” and the “worst” advertisements that they encounter. I’m sure you had a few examples pop into your head just by reading that.

One campaign that has topped the best list time and time again since it’s debut in 2004 (yep, that’s right, over 10 years ago) is the Dove Campaign for Real Beauty.

So how did Dove do it?

Dove started by conducting an international study called The Real Truth About Beauty: A Global Report where they questioned “the global understanding of women, beauty and well-being – and the relationship between them”. By doing so, Dove was able to gain insight on their consumers and produce thought provoking advertisements through various mediums that created a conversation by women, for women.

This allowed Dove to perceive themselves as being more than just a “beauty product company”, but rather a brand that cares about the well-being of women and trying to break the stereotypes regarding beauty and all the aspects that encompass it.

Throughout the years, Dove released several phases of their on-going campaign including:

  • Real Curves (2005) – ad that features real women with real curves and real bodies


Source: @Dove Twitter Account

  • The Low Self-Esteem Fund (2006) – used to educate and inspire girls about a wider definition of beauty

P. S. this commercial aired during the Super Bowl and had over 89 million viewers (!!!!)

Want to help out? You’re only one click away, there are multiple ways to get involved within The Self Esteem Project

  • You’re More Beautiful Than You Think (2013) – how the way others perceive us differs from how we perceive ourselves

Screen Shot 2016-02-29 at 5.05.15 PM

But where are the products?

In the beginning, criticisms were given stating that the Dove campaign would fail because there was no mention of the physical products they offer in their advertising. But that was just their plan all along. Dove was concentrated on enhancing their brand awareness and community involvement by creating conversations on specific websites that correlated with their ads. This online presence allowed the discussion to be made by the consumers themselves, which led to greater brand understanding and then ultimately, product familiarity.

This is a bold move made by the marketing team; however, their strategy paid off in the end when they were experiencing a growth in sales and revenue across the world. Later on, as social media started to increase, the use of hashtags on Twitter, boards on Pinterest, and daily updates on Facebook were used to implement the Dove Brand throughout the different platforms. Along with a total increase in web traffic.

So I guess the real question is, would product placement in their original ads for this campaign have made a difference? It’s difficult to say. Dove has current smaller ads that are in rotation that do in fact now revolve around certain products. Time will certainly tell the effect that this change in focus could have.

What can you learn from Dove?

First, it is crucial for companies to have a strong grasp and understanding of their target market and the platforms for which they will be reached through when designing their promotional campaigns.

Not every campaign will have extensive global research conducted beforehand that is used as the foundation of the promotions like Dove did. However, know your audience, know your products, and know your market. These three aspects are important for any strong campaign. Not to mention, when working in a global market like Dove was, they had to take cultural norms and religions in account when producing advertisements around the world.

Second, use trends in society are indicators for what to do and what not to do. The focus and vision of your campaign needs to remain constant, yet flexible enough to move with the changing environment and needs of the society.

Dove did this by having numerous campaign phases that were released every couple of years in response to events around the world and the reactions to their previous ads. This was a strategic move on their part, in terms of establishing a long term promotional campaign for years to come.

Dove is not alone….big changes across the industry are happening

In recent years, other fashion and beauty companies around the world have launched campaigns similar to Dove’s to promote the beauty that is within all of us:

  1. Strong, Beautiful, Me Campaign – American Eagle’s Lingerie Brand Aerie (The New York Times sums up what AE is doing nicely here)
  2. Clémentine Desseaux – Christian Louboutin’s new beauty line features a plus-sized model in advertisements, first time in over 23 years since the brand began (Nylon mag gives their opinion on it here)