Calvin Klein
BRIEF
Elevate the Calvin Klein 'Chosen Families' campaign to amplify its impact, reinforcing CK’s ongoing commitment to championing and empowering the LGBTQ+ community year-round.
APPROACH
Expanding on CK's 'Chosen Families' global campaign, and to tie in with Pride, the approach involved celebrating queer love through compelling, personal narratives. Collaborating with influencers, bespoke campaigns were created, wherein the five individuals were tasked with crafting love letters to those who've offered unwavering support and became a family figure during their queer journey.
The campaign commenced with a launch article to build anticipation. Subsequently, each individual's story was unveiled through Instagram carousels and stories, directly pushing the audience to read the full letter on the GAY TIMES website. On TikTok, videos were used to breathe life into these letters, incorporating animated quotes and key words into the visuals, with the talent reciting excerpts to add depth and emotion.
These quotes effectively conveyed profound gratitude and the historical significance of chosen families, emphasising that the spirit of Pride and love is a gift shared within the community.
The audience was encouraged to participate and share love letters with their chosen family.
RESULTS
Exceeded target impressions by 138%, reaching over 1 million people, 7,000+ engagements, and achieving an average article click-through rate (CTR) of 1.27%
The TikTok videos were a massive success with the audience, surpassing target by 100K impressions
Incredibly positive sentiment on content, with additional recognition from LGBTQ+ influencers Daniel W. Fletcher and DomandInk in the comments section
