The 'My Calvins' Campaign Features Tons of Celebs in CK Underwear

By: Laura McQuarrie - Published: Feb 23, 2014 • References: explorelvinklein & psfk
The 'My Calvins' ad campaign from Calvin Klein asks models and celebrities to take to Instagram and pose in a pair of its underwear for a selfie. The campaign was kicked off by Miranda Kerr and Trey Songz, but it took off and soon others like Lara Stone and Poppy Delevingne were taking part. Plenty of bloggers and other Calvin Klein fans are getting in on the action too, by tagging their photo with #mycalvins.

On its website, Calvin Klein put together a My Calvins Gallery to show off some of the people that have contributed to the campaign with a selfie in their CK-brand skivvies. The combination of the prominent branding on the waistband of the underwear, the participation of public figures, sex appeal and encouraging people to snap a selfie for a chance to be featured in the exclusive online gallery makes it a winning one. Stats for Skivvy Selfie Campaigns Trending: Older & Buzzing
Research: 23,289 clicks in 116 w
Interest: 1.7 minutes
Concept: "my Calvins"
Related: 103 examples / 79 photos
Segment: Neutral, 12-35
Comparison Set: 38 similar articles, including: greyscale lingerie editorials, stylishly stranded photoshoots, and suggestive muscle-man photography.