Calvin Klein, or nothing at all

TIMELINE
02
Union of Calvin
A Unilever Co. Klein formal,
Klein wins his first subsidiary purchases underwear, jeans
Coty American the Calvin Klein Klein files suit
and sportswear
Fashion Critics Klein enters the cosmetics/fragrance against Warnaco
lines.
Award. underwear business. line. Group and its CEO
Linda Wachner.

1968 1973 1979 1982 1985 1989 1994 2000 2003 2013

A unisex fragrance, Calvin Klein is

The Calvin Klein Calvin Klein controls A new perfume
cKone, is introduced; acquired by Phillips-
brand is launched. one-fifth of the called Obsession is
the company's Van Heusen
designer jeans launched with a $17
underwear business Corporation.
market. million advertising
is licensed to
campaign.
Warnaco Group Inc.

Brand
History
03 Brand
Identity

Calvin Klein, or nothing at all

Calvin Klein is a minimalistic band that uses its
minimal look to its power in the “seductive approach”
in fashion. The brand’s prestige and image are kept
the same through all their marketing platforms when
engaging with consumers. CK has a modern, intimate,
classic and iconic imagery that they brand themselves
with. The brand itself is portrayed as; honest,
authentic, reliable and genuine. They use a simple
logo with black and white colouring to help customers
identify immediately the simple background and
identity of the brand.
 Stylistic 04
Identity
While there is a minimalistic and contemporary
American aesthetic with clean lines and a neutral color
palette. Choosing neutrals in everything they do, like
black and white and the simple design of products and
accessories. The striking and bold CK logo is the
highlight in the brand’s products and packaging. It has
become the iconic identity to know the brand and its
history at first glance.
The key identity styles of CK are with denim, cotton, and
a leather mix, Using the simple urban street style mixed
with standout pieces such as bold prints and crocodile or
other stamped animal usage. The stylistic identity stems
into using long lines and the less is more motto in the
designs, stores, and online platforms. The only vanity
usage needed is the simple band logo of the calvin klein
logo because they want you to be #ProudInMyCalvins.
 PICTURE OF SENDER

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 LOGO

Calvin Klein is built on simplicity and the power of using their

minimalism to their advantage. Although the branded bands on
the underwear and garments can be considered “basic” and
“flashy” at times, it works to their advantage when they want to
be recognized. In 2017, they changed their logo from the all
lowercase letters to all uppercase and sans-serif typography. A
trend seen across the fashion world. They also removed the
lowercase ‘ck’ that sat above the name of the American brand. 

We have decided to leave the logo the same as what they

currently have designed. 

The brand has simplified the logo as much as it can be, and to
change it could drastically change the brand and stylistic
identity of the brand. We want to leave the simplicity of its roots,
and keep it as something recognizable.
13
 S W
S O
S S
T
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

Variable price points. Omnichannel and The changing market trends and
Modern and minimalistic brand.
It has always been a controversial e-commerce development . customer requirements.
Brand Equity.
brand regarding its Engage an older target market. Constant race with the
Owns more than 50 licences
advertisements which are often Development of collaboration. competitors working in the same
worldwide.
criticized for its overt sexuality.  Personalization service. arena.
The use of subliminal advertising
The brand is questioned for Their customers are looking for
which is sexually explicit to draw
copying other designers. high quality with low price hence
attention to their products.
and the price range is too drastic
Global distribution system covers
between lines/qualities.
more than 21 countries.
Accommodative to diversity in
culture.
15 MEDIA MIX MAPPING

Facebook Instagram Youtube

13 314 247 like 20,8 M followers 252k Followers
Active 5671 posts 1 video per week approximately
Active Active
[Link]

Pinterest Twitter Tik Tok

Active74 471 followers 3 689 445 followers 22 k followers
(communication campaign) Active Active
Active
16

CK is active on the FB page with links to chat boxes, purchases

straight from online channels. Many posts are duplicates from
Instagram and Twitter. But using many “common” people for
their posts. The posts are active, but there is not much
engagement from consumers and people in the comment
sections unless it is a controversial post such as human rights,
suicide, or a well-known celebrity.
17

The tone is relatable, and user engaging with different hashtags for
campaigns. On the Instagram account are reposted photos of ordinary
people dressed in Calvin Klein underwear and clothing using the hashtag.
The tone is friendly and more of a narrative that makes you want to
engage. It also encourages you to dress up in your CK to post a pic and
maybe you will be chosen to get reposted. Traditionally, the account tags
all products so that the user, if they wish, can be redirected directly to the
online Instagram shop. They have taken advantage of promoting their
brand through self-made influencers as well as getting celebrities
involved.

“Musician Trey Songz - who has 26 million followers across his Instagram,
Facebook and Twitter accounts - generated 830,000 fan interactions (likes,
comments and so on) with just two posts. Model mother Miranda Kerr's
intimate photo garnered more than 300,000 reactions.”
- [Link]
ad
18

Being very active and vocal on Twitter is a strength of CK. They engage with their followers, and make sure their company values are vocalized.
Even to go as far as blocking hateful comments and posts that they deem not in line with the company. While there is not much engagement on
the normal posts they do have a lot of buzz when it comes to their campaigns and embracing controversial issues head on. On average of about
120 interactions (likes, retweets, and responses) per post. 

“We embrace our Twitter channel as a platform to foster an inclusive environment for respectful expression. At CALVIN KLEIN, we tolerate
everything except intolerance. Any hateful or offensive comments will be [Link] our platform as an inclusive and respectful
environment for individualism and self-expression, we will be blocking all accounts issuing hateful or intolerant statements moving forward. We look
forward to continuing a positive and inclusive dialogue with our community.” - FROM TWITTER
19

Short films, photos and text are posted on the YouTube page always in a friendly tone and in line with current events. Such as for PRIDE
month many testimonials to go along with their #PROUNDINMYCALVINS. Showing they support all people , especially during the
important movements happening in the USA.
They target the weekly videos to be in line with current events.
20

The tone is commercially focused on sharing the brand's

advertising campaigns. There is not much involvement outside
of showing the new trends.
21

TikTok is the only social media platform not linked to the website. The profile is active
and verified.
The content published on the page is targeting the younger customers. With a friendly
tone of voice, CK is using the models to give advices to their younger selves, that is an
indirect way to speak to the young customer segment.
22

The comments section of CKs social media posts is used for a wide range of reasons. Starting from a basic heart emoji
or rainbow, to asking for product detail, too scrutinizing or praising the post that day. It doesn’t matter the social media
site (Twitter, Instagram, Facebook, YouTube etc.), there is at least some type of interaction. 

On a normal post promoting a new handbag, a pair of jeans, underwear, or swim line, there is less engagement. Around
65 comments a piece but over 110k likes on average. Depending on the photo, the model, and the type of interaction
they are looking for. The most interaction from customers are, however, on the more controversial issues such as body
positivity, LGBTQ, Black Lives Matter. Moreover, CK has done a good job at sticking to “Proud In My Calvins” motto
even in responses because they make it known it is not a place for hate. They want their models, consumers, and CK
community to feel welcome and that CK. No matter your race, sexual orientation, or community activism.
23
[Link]

Calvin Klein provides the user with a site that is aiming to suit the image of the brand. Despite looking more formal, the platform has a clear
interface and easy surfing methods are making the purchase process linear and fast. The initial page is displaying the brand's interest
regarding several matters ( as Pride or BLM themes).
24
Easy to navigate: plain & on the model display of
The formality of the website is not aligned in terms of
merchandise is showing the details and the fitting of
visual content with the social media platforms.
the items, giving the customer the immediate idea of
the size, style, use, etc.

The site can be used in different languages. A

[Link]

significant obstacle is faced when the customer is

If the product is out of stock, the website is offering the
trying to change the language ( and by switching to the
possibility to get a notification as soon as the item is
English version, the user will subconsciously choose UK
available again.
- as a first choice; unfortunately this will lead to the
shift of the currency (from € to £).

In order to pay, the customer has two possibilities:to

The website is publicizing all social media platforms,
sign in (instantly after the check out button is pressed)
which are operating as an extension for the further
- in case the user does not have a profile on CK, he/she
development of the social matters faced by the brand.
needs to go back to the initial page and register.
 Calvin Klein trend worldwide
Calvin Klein audience engagement
BUZZSUMO & GOOGLE TRENDS

BuzzSumo is the tool used as a meter reader On different websites, the response of the

Net to analyze the engagement of the audience

with Calvin Klein. This tool gives the
opportunity to analyze the interaction of the
consumers with the brand through various
consumers has varied patterns and scales as
observed from the statistics. Another tool
used to find out the engagement activities is
Google trends.

Listening touch points such as Facebook, Twitter,

Instagram, Pinterest, YouTube, etc. valuing
their shares.
26 Net Listening

In the ADV, the core business of the brand is blending the most
recognizable pieces and celebrity influence. Consumers are attracted
by the hype created due to the final output of the celebrity
#PROUDINMYCALVINS

comparison to the everyday customer.

The first thing a consumer notices while engaging with the brand is
the minimalistic nature and the use of the colors black and white that
ranges from the brand logo to the brand packaging. 

The provocative look and the sexually explicit nature of the brand
advertisements have been head turners since day one. Though
controversial, it has improvised and kept consistent the way
consumers view the brand.
27 Net Listening

One of the latest headline grabbers being the fashion brand's

#PROUDINMYCALVINS which is a celebration of self-
expression such as body positivity and the full spectrum of
#PROUDINMYCALVINS

LGBTQ+ identities, accepted and instilled globally.

The video featuring Jari Jones, Pabllo Vittar, Mina Gerges and
others gathered together 29k by creating a huge buzz globally
with the sense of acceptance of diversity. The Brazilian drag
queen, Pabllo Vittar, has always been vocal about the issues the
LGBTQ community has had to face.

Jari Jones celebrated the coveted cover space as she occupied

the massive CK billboard in downtown Manhattan. This event
turned out to set a viral pace in enhancing the brand image.
Target PSYCHOGRAPHIC
Fashion CentricTrend Oriented Want to associate with an iconic and popular fashion label
Brand Conscious Like to splurge on fashion
 People who embrace, express and are proud of their unique sexuality 
Confident and bold 
Aren’t shy to be considered controversial 
Someone who considers a brand's reputation before purchasing products
Open-Minded Image, appearance and persona oriented 
Attracted to the packaging of products as much as the products inside them
Individualistic in their personality

GEOGRAPHIC

LARUOIVAHEB
Global Active Social Media users
Residing in capitals or cosmopolitan hubs
Explorers and aspirers by nature
Take pride or are inspired by the urban
Age: 15- 30
Men and Women  American lifestyle
Urban Youth Choose to be Minimalistic and modern in their
Middle and Upper class appearance
Marital Status: Single  Highly influenced by Instagram culture,
Multi ethnic
Heterosexual, LGBTQ+
bloggers and celebrities
28
DEMOGRAPHIC
Target

DESCRIPTOR:  DESCRIPTOR:  DESCRIPTOR: 

Highly influenced by social media and influencer lifestyle.  They regularly keep themselves updated with pop and celebrity Middle aged adult who is a workaholic, does not care about the brands
Financially supported by their family.  culture.                       they buy, just buys what they see at decent prices.
WHO IS IT: Partially or fully be able to support themselves financially.  WHO IS IT:
College freshman, 18-years-old. WHO IS IT: They are a professional with considerable experience in their field of
ATTITUDE: Young professional around 25 years old. Right out of college and work. They are about 30+ years old.
Confident and likes to extend and express themselves and their joining the workforce. ATTITUDE:
sexuality freely. Associates with the brand mainly for projecting ATTITUDE: Mature, seek for peace and stability in their life, relationships and work,
themselves as cool young adults. They want to gain thrilling Associates with the brand mainly for its brand reputation and self- they know what they want out of life. Open-minded towards a
experiences in life. expression. Also able to get it for a decent price at a wholesale store progressive society.
BEHAVIOR: versus the CK stores or online platforms. BEHAVIOR:
Young person who seeks attention from any and everyone. More part of BEHAVIOR: Likes to go out on weekends with a close knit group of people,
the technological world, and gets satisfaction from followers, and likes Socializing with selected groups after work hours, plans trips with close dedicated to their work schedule and enjoy the weekdays at work, but
on social media. Not worried about the future of events unless it affects friends every once in a while. never takes for granted quality time with family and pets.
them directly. GOALS AND ASPIRATIONS: GOALS AND ASPIRATIONS:
GOALS AND ASPIRATIONS: To find stability in their chosen field of work and earn a good living. To live free, travel for leisure at luxurious locations, be able to afford
Follow a path where they can express themselves confidently through. Trying to pursue a life of something that gives them internal premium products and lifestyle for themselves and their loved ones.
For example photography, modelling, travel and blogger. satisfaction.

29
Customer journey mapping
search
site registration
social ads landing
pages newsletter
3rd party sites
SEO social social
media media

Awareness Consideration Purchase Retention Advocacy

webshop review
youtubers
print
store WOM
blog
WOM
website

30 Controlled touch points

Uncontrolled touch points

COVID-19 period
Customer journey 31
actions channels

People get to know the brand and products they offer through their extensive advertisements via Word of mouth, SEO, Social media platforms (Facebook, Instagram, Twitter, YouTube,
Awareness banners, marketing campaigns with celebrities (i.e. Mark Wahlberg, Kate Moss, Brooke Shields, the Awareness Pinterest), Advertisements (banner & hoarding ADVs, magazines, events including those of
Biebers, Bella Hadid) and entertainment industry along with becoming official partners for sports sports such as super bowl, WWE, etc. and collaborations with celebrities and entertainment
teams; word of mouth and continuous activity on social media platforms. industry viz. music videos, movies).

The potential customer starts considering the purchase after hearing about the brand from the
Consideration aforementioned media and further helps their decision in finalising the purchase after obtaining Consideration Social media influencers, blogs, YouTubers, reviews on the internet, Online Publications
information via various blogs, Publications and reviews on the internet from fellow consumers

The purchase section is mainly done via their E-commerce platform on the official website. Which you
A. Official website : [Link]
can gain access to from all the social media accounts and from banner advertisements. Also located in
B. Shopping websites like Amazon - Zalando - ASOS  etc,
Purchase their own boutique shops placed around the world in ____ countries and ____ stores worldwide. But Purchase C. In store purchase ( direct outlet, store in store format )
most transactions for basic CK items (underwear, jeans, shoes, perfumes) transactions are carried out
through department stores, corner stores, and third party locations (Marshalls, Ross)

The retention process is an essential component  for brand loyalty amongst its consumers and it is Repost of the customer content on Instagram.
Retention carried through form compilations ( impressions) and  registration process on the website thereby Retention Follow Social media- Facebook, Instagram, Twitter, YouTube
giving the brand useful data to identify its consumer behaviour patterns Registering at [Link]

Receiving Calvin Klein Newsletter      

This is carried out via subscription to the brand’s website thereby accessing the Newsletter and being
Advocacy able to make reviews on social media channels and on the internet.
Advocacy Posting reviews and ratings on the official Calvin Klein website and on the internet.     
Obtaining earned content on Social Media through influencer blogging.
Customer journey mapping 32
feelings

Purchase Retention Advocacy

Awareness Consideration

Despite this, the official website has room for better engagement with new and existing clients and users. The brand’s social media is very active and extends an image of the brand with frequent posts depicting
self- expression, sexuality, confidence and nonconformity to societal norms. The website seems to focus more on the e-commerce aspect of the omnichannel. For example, the explore tab on the website is at the
Awareness very bottom of the page and tends to be overlooked. Further, the tone of voice this tab has also solely aims at inducing purchase directly. Rather, there could be more short videos talking about the brand’s
uniqueness and lifestyle, hacks, styling tips, collaborations, interviews with pop icons among other content to make this area of the website seem as an active blog and hence making the website more engaging
and lively as its one of the main sources of awareness for the brand.

CK is, in moments, a controversial brand that prides itself in its provocative nature. Making ADVs that are always criticized for being too sexual. But to their advantage helps “thrill and inspire to stimulate the
Consideration
senses”. However, they are often looked down upon with many ‘copying’ and licensing issues. So buying into the brand, is buying into these claims, and standards.
Positioning mapping 33
prestige price

classic contemporary

Year: 2020
affordable
Product: Denim Jacket
 OUR STRATEGY
A I M S

Promote body positivity

Unify website & social media Generate Buzz Re-identifying Calvin Klein Increase customer engagement
content through digital channels
OUR STRATEGY
CHANNELS
Facebook Instagram Youtube

35 [Link] Twitter Tik Tok

OUR 36
PROPOSAL
Taking their platform that they have as a well-known American
brand, where body positivity and being true to who you are is a
giant social issue will add to their brand identity moving
forward. The purpose of the bus will be to drive it across major
cities all and park it in the urban market that CK targets. We
Calvin Klein is an important brand when it comes to being body
want to help re-brand/identify CK since so much of their
positive, and accepting of all people no matter their age,
identity now is for the urban youth and trying to be inclusive.
sexual orientation, or body shape. 
However, CK only posts every once in a while a plus size,
transgender, drag, or handicap models. This strategy makes it
In the last years, the CK brand has pride themselves with
look like they are only following the social trends the world
hashtags to get their consumers to be proud of who they are in
faces at particular times.
their “Calvins”. During the COVID pandemic, they took their
platform to another level helping focus on the ordinary people
Taking a "I Learn In My Calvins" bus tour around the world to
they target but reposting them #ProudInMyCalvins that
educate and promote body positivity no matter who you are,
helped move them into June’s Pride Month. 
what you look like, or identify as. We will have a “bus tracker”
on their main website to help bring clicks to the site, and inspire
CK has taken a positive stance in all the social issues in
people with the product on the homepage. Also creating a
histories past, but sometimes just for the short period that is
separate Instagram page for the “I Learn In My Calvins” bus. To
relevant. We would like to propose that Calvin Klein go on a “I
keep up with the events and fun things the bus is bringing to all
Learn In My Calvins” tour. Taking a tour bus that helps
different cities. We want to offer a fun way to educate and
educate and promote body positivity whether you be part of
accept everyone that lives among our communities.
the LGBTQ community, plus size, skinny, disabled etc.

Our strategy will be to start in the month of August when the We want to offer a fun way to
general target market is returning from summer holiday to educate and accept everyone that
school or work. Concluding at the end of October after
educating people on all continents. lives among our communities.
OUR
#ILearnInMyCalvins tour bus
 The website will be made more coherent and engaging.
OUR Starting with the homepage, with the addition of the “bus
tracker”. From there you can click to enter another interface to

[Link]
‘track’ where the bus is, where it's been and links to all the
social media posts. The addition of a blog onto the websites
‘bus tracker’ interface will help keep this section alive once the
bus campaign ends at the end of October.

This will attract clicks to the official

website and consequently inspire
users to browse and purchase
various products that have been
featured through the bus tour
educational sessions.
OUR
TWITTER The significant focus with Twitter will be updating about the
campaign #ILearnInMyCalvins through short tweets and visuals
on a regular and live basis to help keep the brand active among
its target audience and potential new clients.

1st July
Calvin Klein is coming to YOU in the #ILearnInMyCalvins Tour. Go to our website,
[Link] , for more information on when the bus will be in your city! #CK can’t wait to
see you on this body positivity educational tour and campaign.

Users tagging #ILearnInMyCalvins

will be able to feature on the official
CK Twitter page.
OUR The most well known and used social media site around the
world, that holds the majority of Calvin Klein's target market

INSTAGRAM will be the main focus through the I Learn In My Calvins

campaign. The campaign aims to educate, strengthen and
solidify the brand’s image in regards to body positivity,
LGBTQ+ and being true to one’s identity.

With the help of Instagram, CK will be able to launch its own page for
the touring bus. This will help users and fans be connected and keep up
with all the upcoming and live events plus what is happening daily.
Targeted products and other engaging activities through stories, IGTV,
lives and posts daily.

People tagging the campaign hashtag will have a chance to be

featured on this CK page. Further incentive to show up and participate
to get educated.

Calvin Klein is coming to you! CK is going on a

The campaign will feature influential people help be a part of the posts
#ILearnInMyCalvins Tour. Taking a bus tour around the world to
educate and promote body positivity no matter who you are,
what you look like, or identify as. We want to offer a fun way to
that may not have had recognition before. Such as models of all
educate and accept everyone that lives among our communities.
Go to the link in our bio or our website to find out when the bus
will be in your city! See you there.
shapes, drag and trans queens, as well as disabled models to help
others with their self-image.
 Facebook will help feature the “event in your area” links. So
OUR you can see who is in your area that will be attending the event
in your city or cities around the world. The posts on the main

FACEBOOK
page, however, will be small recaps of each event. The main
Vlogs, videos, and social blasts will be linked on Facebook.
However, it will not be utilized as much as the other platforms
except to grab the upper half of the target market who use the
FB community more.

Join and share

the event!
OUR OUR
YOUTUBE TIK TOK
This Platform will be utilized to air the #ILearnInMyCalvins vlogs as the tour TikTok, the up-and-coming social media platform is crucial into
bus travels throughout different cities and urban hubs around the world. keeping the younger targets engaged in what CK is doing. Compiling
videos and short one-word statements on what body positivity is to
them during the educational stops. The audience targeted here is
Gen-Z who are active users of this platform. The tone of voice used
will also be casual to reach this target effectively.

There will be live and recorded content; such

as short interviews of people visiting the
event and talking about what ‘Body
positivity’ means to them or their education The campaign will feature this tool to
from the body positivity platforms. come up with a group challenge.
OUR
PUBLISHING PLAN
JULY 1ST OF AUGUST 31ST OF
Start of the social media promotion of the The website will provide a "bus OCTOBER
Start of the USA tour.
#ILearnInMyCalvins TOUR. tracker" promoted on the social media
Last tour date
Each platform will present different type of content that will channels
lead to the website. The first tour day will unlock a set of
On [Link] a section dedicated to the tour will
13TH OF SEPTEMBER tailor made content for each platform.
show the dates and the stops.
-Instagram: daily updates
A brand-new Instagram page will be created and promoted Start of the European tour.
(posts+stories+ attendees reposts)
on the already existing channels.
YouTube: 2 vlogs/week for each city;
Furthermore, the IG page will be directly linked to the site,
-TikTok: 2 videos/week performing
allowing the automatic publication of the content on both
platforms. 26TH OF SEPTEMBER the group challenge.

Facebook and Twitter will be used as platform for the tour Start of the Asian tour. -Twitter: photo gallery + twits about

event promotion & updates. the event

TikTok: video invitation from models. -Facebook: “event in your area"
 OUR Sessions by Device Return on Marketing Customer Share by
Type Investment (ROI) Category

KPI Web Traffic Sources Purchase Funnel Lead Conversion Rate

Brand awareness Returning Visitor Metric

Click Through Rate
metric
(CTR)

First Visit Metric Keyword Performance:

Through the KPIs tracked in the campaign involving the bus tour. CK
will be able to instill among consumers, their addition to the brand
identity, get brand awareness, and educate about positivity no
matter your background, sexual orientation or body shape. CK will
also be able to address other social issues and ensure avid
involvement leading to better e-commerce and social media activity,
instead of the brand looking like a follower when a social issue
becomes mainstream.
OUR
KPI Brand awareness metric
Web Traffic Sources
There are 3 types of sources that are driving consumers to the Calvin Klein website: direct, referral,
Defines how the consumer perceives the brand to be on a organic or campaign/adv searches which can be either on social platforms, blogs or service listings.
social scale through various social platforms. Calvin Klein The Calvin Klein website is also talked about on a large scale on various other websites making it
has a lot of engagement on social media platforms like popular. The key phrase #CK is the most popular keyword that the consumers use while performing
Instagram, Facebook, Youtube, TikTok, etc. addressing an organic search.
various social issues at specific times in need. Continuation The campaign aims to raise the web traffic through the #ILearnInMyCalvins tour. The bus tracker
of this trend through social media will ensure consistent will work as a tool to direct customers to the official website, that will not only discover the next
progress and engagement. stops, but also give the opportunity to browse through the merchandise present at the tour.
Therefore, increasing the time spent on the site, and possible sales.

First Visit Metric Returning Visitor Metric

The average time on site or the clicks per visit will help The retention of an online consumer who returns to the Calvin Klein website multiple times is a

analyze the quality of a consumer visit on the Calvin Klein result of excellent demonstration of content marketing. This indicator will be used to reverse

website. This along with the brand awareness metrics will engineer traffic patterns to see how content marketing solutions affect the behavioral trends of the

ensure a complete view of the quality of the customer [Link] bus campaign shall make sure that the first visitor click shall surely be converted

engagement. into  multiple clicks or shall keep the consumer engaged with the valuable form of information and
awareness our tour plans to inculcate in them.
OUR
KPI Sessions by Device Type Return on Marketing Investment (ROI)
Since the main source for information about the bus is on the The key terms involved in the ROI scheme are: lead,
e-commerce site, it will be recognized as people will google incremental sales and success rates which lead to the
and click through platforms to get to the specific bus pages generation of innovative spaces and a way to create a new
on what kind of device is more popular. This will help bring revenue channel through marketing campaigns. The
the sessions together on if CK is more valuable to track on inclusion of body positivity, multicultural acceptance and an
mobile devices or desktops. Narrowing down the market and open minded theme to the campaigns will affect the Calvin
assisting to where to put more ADVs, popups and banners. Klein image in an optimistic manner.

Purchase Funnel Keyword Performance

The #ILearnInMyCalvins campaign will engage with a new audience The keyword #CK holds the most popularity in an organic
that could become loyal after the tour bus experience which will search for the brand. Taking up keywords like #calvinklein,
educate the public in a completely different way. Helping to lead #ck, #mycalvins, #proudinmycalvins, #ILearnInMyCalvins, 
into a different starting point of the purchase funnel. Inculcation of etc. has set the search engine optimized in such a way that
brand awareness and what they do right is one of the major parts of the website stands first in the results for the search. SEO
a purchase funnel for conscious buyers. The #ILearnInMyCalvins mechanisms are spot on for the CK brand. Our keyword to
shall be a starting point to build an impetus for this kind of purchase propose and have be popular is #ILearnInMyCalvins.
behaviour.
OUR
KPI Click Through Rate (CTR) Customer Share by Category
The new campaign will be introduced as a part of all major Through CSC the CK team can see which ways the ADVs
social media sites, and as people share and re-post what is and campaign are working and not working. This will give
happening bring a larger CTR to e-commerce and social insight to how to reach different markets and people that
media platforms. may be missed or to focus harder on as the bus continues its
3-month journey around the world.

Lead Conversion Rate

The Bus campaigns LCR is going to drive online sales through access and interest of
consumers when they visit the site to track the bus. This will be able to be modified to
see what works and what doesn't as the three month campaign tracks on. As the
education and concept of the campaign reaches a worldwide market, it will attract
consumers who agree and learn from this to be loyal consumers and continue to buy
from CK.
REBECCA ROSS - ATHIRA PILLAI - DIANA BUTUC - SAGARIKA AMETA