Calvin Klein

Albert Lin, Senior Director, Communications Strategies & Content, Asia Pacific
Jay Chan, Digital Platforms Manager, Asia Pacific

Ogilvy Hong Kong *Lead Agency

Stuart Chan, Strategy Director, Social
Leslie Wong, Head of Content, Social
Hannah Kavanagh, Senior Content Designer, Social
Karsten Ngai, Account Director, Social
Veronica Wong, Associate Strategist, Social

Calvin Klein faced a challenge of decreasing denim sales amidst competition and a pandemic-hit economy. The brand aimed to find new Gen-Z consumers by leveraging influencer voices and retro fashion trends. Calvin Klein launched a digital lookbook site housing denim looks styled by influencers, resulting in a 5% growth in purchase from 2021-2022 and a perception change where Gen-Zs associate the brand with adjectives such as "modern" and “cool". The campaign successfully convinced audiences that Calvin Klein Jeans are the fashion item they are looking for to express themselves.