The announcement of Xin Liu as a brand ambassador brought overwhelmingly positive results not only on reach and engagement from Calvin Klein’s social platforms, but also broke the sales record on e-commerce channels - her CALVIN KLEIN UNDERWEAR ox-camflouage underwear set was sold out in 10 minutes on all e-comm channels in China. Xin Liu's presence in the campaign marked another huge success by converting her fans to be fans of Calvin Klein.
Calvin Klein was featured in Vogue Business for topping consumer search growth on the social media app WeChat leading up to the Chinese New Year holiday. In January, search volume for Calvin Klein on the app increased 32 times compared to average searches, with a peak of 3.1 million.
Vogue Business highlighted Calvin Klein’s approach to engaging with consumers:
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“Calvin Klein struck the right chord with Chinese netizens by being relevant to the customer’s values rather than relying on exaggerated Chinese or Asian elements.”
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“Instead of introducing a new product in time with Chinese New Year, Calvin Klein redesigned its already-popular underwear, and invited fans to interact with the account to receive pictures and wallpapers of the three celebrities featured in the campaign, a move that helped drive engagement.”
Check out a video from the campaign above.
Tommy Hilfiger
Tommy Hilfiger launched a Chinese New Year capsule celebrating the Year of the Ox featuring singer, dancer and actor, William Chan, brand ambassador for TOMMY HILFIGER menswear. The capsule includes menswear and womenswear pieces in classic TOMMY HILFIGER sportswear styles as well as fresh TOMMY JEANS designs. Several styles within the capsule feature a unique TOMMY HILFIGER reimagining of the Ox, inspired by Chinese calligraphy in simple, bold shapes that symbolize a determined and defiant optimism.
