A Wren Says

I wonder, when the team at Calvin Klein got together to devise their advertising strategy, did they have this media whirlwind in mind? How to you even account for virality when you determine how to invest your marketing dollars? Between the number of views and shares for the images of Jeremy Allen White and the number of outlets covering the banning FKA Twigs’s shots in Britain, the brand certainly has received more media coverage than they paid for. It may not lead to more sales, but it has already done exactly what it was supposed to do.

Too often, people talk about ads as if they sell products. They don’t. Ads are mean to build awareness for your brand and your product. And this example couldn’t make that any clearer. People are talking about Calvin Klein in multiple spaces when the brand may not originally have been talked about. I, for one, can’t remember the last time I thought about Calvin Klein, and yet here I am, much more aware that they make more than underwear. Are you talking about Calvin Klein now, but weren’t before?

So regardless if Calvin Klein sales increase this year, the ads are already working.