Thursday, March 18, 2010

calvin klein could enlarge its X with social media

Erica Kennedy aka Feminista got my attention today with a post alerting me to Calvin Klein spots promoting men's um, wares. Have you seen these just-this-side-of NSFW promos for their new X line of men's briefs? "Oh my!" said the woman in her 60's sitting next to me in a seminar, when I unsuspectingly clicked on "play" (using earphones of course.) I was afraid I'd offended. Au contraire. "I'm having a hot flash," the woman grinned, fanning her shirt. Oh, yea, those Calvin Kleiners are smart. They know their target--most buyers of men's underwear are women. And as Erica points out, footage is satisfying not only because it's sexy and fun and diversely delicious, but because it's welcome relief from inundation by images like this.

So, how come CK's marketing genius doesn't translate to their social media efforts? The CK spots heated up on youtube over a a month ago, yet the CK tweetstream hasn't even acknowledged them, preferring instead to share news like Ashley Olsen is wearing Calvin Klein in Korea.

It's an example of the most common corporate social media fail. When SM isn't integrated with current marketing efforts, instead of adding momentum to the advertising racehorse, it sits inert as the horn of a unicorn. Erica's already written off the unintegrated campaign as a fail, but I think there's opportunity for the brand to pull ahead if they get off their advertising high horse and turn their creative attention to social media. To know for sure, excuse me, I have to watch these commercials again.

4 comments:

California Girl said...

CK always leads the way with sex but maybe not this time? Interesting povs from you and Feminista.

howie at skypulsemedia said...

Your question regarding social media is an interesting one. I don't like the lemming culture where if someone does something or a new technology pops up everyone has to do it. So my real curiosity is would social media increase CK's sales, brand awareness, and improve the brand. I don't know that answer. I will say that a 30Ft billboard showcasing sex seems to do them really well.

That all being said if I had a clothing line enabling me to get women excited over men's stuff I would be doing everything to do so!

Ad Broad, oldest working writer in advertising said...

I agree, California Girl, CK's been leader in going all the way for fashion since Brooke Shields was a babe...and copy was written by Diane Arbus' daughter Doon...

If women are prime buyers for product, Howie, can't see how this will miss. Of course, CK isn't only marketer of men's products to lately wake up to power of women influencers. I'm on a horse ;)

In The Pink said...

Oooooooh yes please.