Calvin Klein is a global lifestyle brand that has always been known for its bold and provocative advertising campaigns. In 2019, the brand celebrated International Women's Day with a powerful digital marketing campaign in the Asia Pacific.
The campaign was designed to empower women and promote gender equality, and it succeeded in doing just that. Calvin Klein collaborated with local influencers and activists to create a series of videos that highlighted the achievements of women in various fields. These videos were shared on social media platforms like Instagram and Facebook and were accompanied by the hashtag #mystatement.
Calvin Klein's International Women's Day 2019 Asia Pacific digital marketing campaign was a powerful statement of support for gender equality. By partnering with local activists and influencers, the brand was able to connect with its audience on a deeper level and drive meaningful engagement on social media. The campaign served as a reminder that when we come together to celebrate women and their achievements, we can make a difference and create a more equal world.
The videos showcased the diverse talents and accomplishments of women in fields such as fashion, sports, business, and the arts. They featured interviews with women who are breaking barriers and challenging norms, inspiring others to do the same. The videos were not only a tribute to the power of women, but also an invitation to join the conversation about gender equality.
The campaign videos received thousands of views and likes, and the hashtag #mystatement trended on Instagram in several countries. The campaign resonated with people from all walks of life, and sparked csignificant onversations about the importance of gender equality and the need for more women to be represented in various industries.
Calvin Klein wanted consumers to re-think Calvin Klein Underwear, shining a light on the diverse collections available.
OUR STRATEGY
As a brand, Calvin Klein champions individuality and true authenticity.As the garment closest to you, your heart and your skin, Calvin Klein Underwear is about providing feelings of comfort an
THE CHALLENGE
d beauty that empower you from the inside and out. Calvin Klein supports each journey to finding your unique voice, balance and power.Built for all, this campaign celebrates diverse beauty and the beauty of diversity.
Featuring inspirational voices with independent minds, we invited ten diversely empowered individuals from around Asia to share their story of empowerment, support and success - each outstanding in their passion, charisma, daring attitude and how they challenge perceptions. The world sees them one way, but we reveal what shapes them inside, what supports them and how obstacles transformed into victories. Whether pioneers, creatives or leaders, they reveal how we all need to balance inner beauty and comfort with outer confidence.
Launched on International Women’s Day, #MYSTATEMENT spread across digital, social, in-store and OOH.
