How Campaign Software Helped Calvin Klein's CK1 Palace drive $5.2M EMV

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Goal: Drive Digital Conversation via CK1 Palace—a Multi-Market, 100% Organic Campaign

Goal: Drive Digital Conversation via CK1 Palace—a Multi-Market, 100% Organic Campaign

When Calvin Klein conceived its CK1 Palace campaign, the brand went big. An unsponsored initiative geared toward consumers across North America, EMEA, APAC, and Australia, CK1 Palace aimed to spark brand heat and boost relevance through a seeding of VIP and cool-kid influencers. In order to guarantee that the entirely organic campaign would resonate with its participants, Calvin Klein looked to seed individuals who were likely to feel particularly connected to the collaboration. The brand wanted to focus on both powerhouse influencers for greater visibility, and micro-influencers to drive views within niche communities. With multiple international markets and influencer tiers to target, and with no paid support to do so, CK1 Palace proved a particularly ambitious undertaking. For the full case study click here.

Solution: Use Tribe Dynamics’ Tracking Software to Measure and Promote Impactful Content

As a Tribe Dynamics client, Calvin Klein turned to our suite of software solutions to ensure its campaign’s success. The brand used metrics developed by Tribe Dynamics to gain a 360-degree view of CK1 Palace ambassadors, from their following sizes to their posting activity. This level of granular detail proved especially important because of the campaign’s purely organic status: even though some influencers didn't include Calvin Klein’s specific hashtag in their content, Tribe Dynamics’ advanced tracking and social listening tools helped the brand evaluate all posts supporting the campaign. Thanks to Tribe Dynamics’ expansive capabilities, Calvin Klein achieved its goals for CK1 Palace, which proved one of the brand’s strongest campaigns by Earned Media Value (EMV) to date. This result was particularly impressive, given that CK1 Palace was a surprise launch, with no preceding press or teaser content.

Results:

Product was sent to roughly 450 individuals, yielding 1.2k organic posts from 373 creators

The campaign reached over 242.2M people, not including press, and generated $5.2M EMV

CK1 Palace garnered some of Calvin Klein’s most positive feedback to date across North America, EMEA, APAC, and Australia

The CK1 Palace collaboration sold out online within minutes. For the full case study click here.