Understanding Calvin Klein's Celebrity-Powered Instagram Campaign
Calvin Klein's recent campaign has delighted fans by personalizing the brand's Instagram accounts with photos from Pete Davidson and HoYeon Jung themselves.
Calvin Klein followers have a million questions after, last week, the brand changed its Instagram profile picture to a photo of Pete Davidson wearing a monogrammed baseball hat and a mischievous smile. The account's bio was also changed to "Pete here." After that, he posted a selfie in front of a mirror in a CK logo T-shirt with the caption, "I got Instagram," referencing the fact that the comedian himself does not have a personal account.
That same evening, Davidson and his friend Machine Gun Kelly went live on the brand's account. The two sat in a luxurious living room, wearing white CK t-shirts and briefs as they chatted with fans and told some NSFW stories. The next afternoon, Calvin Klein's account retweeted an identical mirror selfie from the day before, this time with the caption, "this shit's confusing."
Is the story really confusing? The answer is no. It would be confusing if this wasn't Calvin Klein. A day later, Calvin Klein's Instagram changed its profile picture to Squid Game's lead actress HoYeon Jung, and the bio featured her signature fairy icon. The first photo posted after Jung took over the brand's account is another selfie in front of the mirror with the caption, "@calvinklein gave me their password #hired."
Of course, after that, she also chatted live with fans and shared other images of herself in some of Calvin Klein's signature pieces.
Unfortunately, this sly campaign by Calvin Klein lasted only five days. The brand ended by changing its avatar back to its logo and posting its normal cadre of photos. The first of these reads, "And back to your regularly scheduled programming. #mycalvins."
