digital marketing
In 2012, Calvin Klein Chief Creative Officer Melisa Goldie told WWD that the company’s digital spend was increasing and would account for 23percent of the overall marketing budget that year.
With Calvin Klein Inc reporting a US$300million adspend for 2012 – roughly 4percent of the company’s US$7.6billion in gross sales that year - that would have represented a US$69million investment in digital. With sales in fiscal 2013 around the same figure, let’s assume similar for last year.
Beyond this specific campaign, Calvin Klein works on a regular basis with a number of bloggers, inviting them to its fashion shows and other events. Hanneli Mustaparta, a Norwegian model-turned-blogger, has been working with the company since February 2012, when she was asked to curate Calvin Klein’s official Twitter feed in the leadup to the Fall/Winter 2012/2013 Calvin Klein Collection show. Two months later, she began contributing to the newly-launched Calvin Klein Tumblr. Mustaparta not only attends the shows, but is given backstage access to photograph models and also celebrities attending the shows.
The #mycalvins campaign certainly generated a lot of buzz and brand awareness and at the end of the day, that may be the real value in social media investment.
In the continued absence of any universal metric for measuring social media ROI, however, the jury is still out on whether or not social media drives any actual sales.
According to a recent Gallup poll in the US, just 5percent of respondents reported that social media influenced their purchasing decisions, with 62percent reporting social media channels have no influence at all.
According to Monetate’s recent Q-4 E-Commerce report, in terms of driving traffic to e-commerce sites, social media accounts for just 1.1percent of website visits, trailing far behind search, which accounts for 32.6percent, up from 29.8percent in the previous year.
Here is more from Malcolm Carfrae on the #mycalvins campaign and Calvin Klein's digital
With Calvin Klein Inc reporting a US$300million adspend for 2012 – roughly 4percent of the company’s US$7.6billion in gross sales that year - that would have represented a US$69million investment in digital. With sales in fiscal 2013 around the same figure, let’s assume similar for last year.
Beyond this specific campaign, Calvin Klein works on a regular basis with a number of bloggers, inviting them to its fashion shows and other events. Hanneli Mustaparta, a Norwegian model-turned-blogger, has been working with the company since February 2012, when she was asked to curate Calvin Klein’s official Twitter feed in the leadup to the Fall/Winter 2012/2013 Calvin Klein Collection show. Two months later, she began contributing to the newly-launched Calvin Klein Tumblr. Mustaparta not only attends the shows, but is given backstage access to photograph models and also celebrities attending the shows.
The #mycalvins campaign certainly generated a lot of buzz and brand awareness and at the end of the day, that may be the real value in social media investment.
In the continued absence of any universal metric for measuring social media ROI, however, the jury is still out on whether or not social media drives any actual sales.
According to a recent Gallup poll in the US, just 5percent of respondents reported that social media influenced their purchasing decisions, with 62percent reporting social media channels have no influence at all.
According to Monetate’s recent Q-4 E-Commerce report, in terms of driving traffic to e-commerce sites, social media accounts for just 1.1percent of website visits, trailing far behind search, which accounts for 32.6percent, up from 29.8percent in the previous year.
Here is more from Malcolm Carfrae on the #mycalvins campaign and Calvin Klein's digital