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Calvin Klein target Tinder for new campaign

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Depending on your point of view, the social dating app Tinder is either a revolutionarily simple and efficient dating app or a grim harbinger for the downfall of civilised society. We’ll choose to remain on the fence for now, but have to admit that regardless of where you stand, it’s been a phenomenally successful app. So much so, that it looks like advertisers are starting to look at the app as a potential new platform from which to reach a technology savvy young market. Mother New York and Calvin Klein Jeans are the first ones to brave this bold new frontier with their sexually charged “Meet Us” campaign, which highlights the new ways in which today’s young people think about love, dating, and sex.

Mother has created a multimedia campaign for Calvin Klein that shares intimate details, inspired by real-life stories from real young people around the world

Through provocative imagery overlaid with saucy texting screenshots, Mother created a multimedia campaign that shares intimate details, inspired by real-life stories from real young people around the world. True to today’s form of seeking connections, the campaign will be integrated within, as one of the first brands permitted to advertise within the app. The predominantly digital program is part of the brand’s ongoing #mycalvins campaign, and will span 27 markets that will include non-traditional outdoor media, such as large-format static LED screens and street furniture in key global cities like Bangkok, Thailand and São Paulo. The lead image (a same-sex embrace featuring male models Reid Rohling and Ethan James Green) will replace eyewear on the brand’s signature billboard on Houston Street in Soho today (August 3). In-book advertising is slated to run in September books starting in early August and an advertising rollout with Vice Media will begin in the fall in 10 markets.

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An integrated digital partnership with Tinder will go live in Autumn, featuring an in-app campaign giving users the choice to swipe right or left. Paid social media advertising is part of marketing spend, including promoted content on Facebook, Instagram, Twitter and YouTube to reach the brand’s collective 20 million social followers. The campaign's tagline is "Raw texts, real stories," and it explores how millennials meet and get to know one another, and how they talk about these relationships through texts. But be warned, some of the topics are very NSFW.

Calvin Klein Jeans - Raw Texts, Real Stories

Melisa Goldie, Calvin Klein's chief marketing officer, is not shy about the salacious nature of the campaign, and admits it’s been designed to get people talking. She said: “Our past campaigns have been more image-driven and this one was about starting a conversation through provocation. We saw a behaviour happening out there — and not just [with] the younger generation. It’s really dating via digital. It’s authentic and true to how this consumer communicates. We’re highlighting the truth about dating – the meet up, the hook-up and the freedom that you have through the digital dating landscape and how instantaneous it is.”

Since it launched in February 2014, the #mycalvins campaign has involved nearly 600 influencers from 31 countries

Mother New York partner and ECD Michael Ian Kaye, added: “Calvin Klein wanted to go beyond fashion’s traditional visually-driven advertising formula and instead start a conversation with young people. Mother hung out with kids living in today’s world and heard stories from best hook-ups to steamiest sexts, nothing was off limits. The result is a campaign that broaches online dating, open relationships, and complex sexuality, bringing to life the truths about modern love.”

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Since it launched in February 2014, the #mycalvins campaign has involved nearly 600 influencers from 31 countries, reached a global audience of more than 469 million fans, and fuelled 23.5 million fan interactions. In this time, Calvin Klein has bolstered its Facebook, Instagram and Twitter followings by 2.2 million, 1.8 million and one million, respectively. Is nothing else, this proves that going for a social media centric approach really does work if the brand is right!

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