Another notable social blast this season is the decision of Calvin Klein to use Instagram to spearhead the newest fragrance launch. Once, Calvin Klein and Coty, the license partner, introduced their newest fragrance, most women joined the suit of inspirational perfumes on July to enjoy a variety of iconic brands including Obsessed, Euphoria, Eternity, and CK One. That was the initial new brand franchise the designer house had debuted in over 10 years and was the concept of Raf Simons, the latest chief creative officer.
The main idea revolved around a social-forward and a digitally minded marketing strategy. Calvin Klein women’s campaign featured Saoirse Ronan and Lupita Nyong’o along with their female inspirations including Nina Simone, Sissy Spacek, Katharine Hepburn, and Eartha Kitt. Both celebrities also used Instagram and YouTube to promote the women campaigns using iconic hashtag “#IAMWomen.” On Instagram, one in-feed clip featuring the two celebrities enjoyed more than 87,000 views while on YouTube, one clip that featured the two celebrities attracted more than 5.1 million views.
Calvin Klein and Coty focused beyond the social icons and chose to collaborate with other female inspirations like Noor Tagouri, a journalist who enjoys over 354, 000 fans and Anna Sophia Robb, who has over 910,000 followers to enhance the marketing campaigns. The Chief Marketing Officer from Coty’s Luxury Division, Simona Cattaneo, pointed out that they wished to employ digital campaigns to showcase the authentic interviews, as well as, the lovers of the brand. The social blast provided women with an opportunity to share inspirations and experiences with individuals from across the world.
Cattaneo pointed out that it was the first time the fashion design firm focused on women with fragrance targeted content on its channels. Since the content campaign started in Aug, “#IAMWomen” has attracted over 9,000 posts on Instagram. This is a great achievement compared to the “#BurberryHer” which only recorded only 3,000 posts since the launch of the fragrance in Oct. Coty has also affirmed that organic engagement has also increased remarkably. Nearly 1.2 million organic impressions have also happened in the last 4 months, with about 92,000 organic comments, likes or engagements.
Calvin Klein also plans to provide new holiday content with its preferred influencers throughout the Christmas festive season. Cattaneo also affirmed that Coty’s investment will be higher than the current market average. The social plan for women was closely related to the approach proposed by Calvin Klein, especially with the rebrand in Jeans segment referred to as “#MyCalvins.” The new marketing campaign also targets high-end celebrities such as the Kardashian-Jenner family and user-generated content for raising brand awareness.
The recent social blast saw Coty ranking top, as the most preferred fragrance firm in the world in 2017 while Euphoria from Calvin Klein ranked 13 in the US market and 34 internationally. The two fragrance firms plan to target more youngsters and Millennials in the coming year.