Calvin Klein | Spring
Head of Marketing
This video shows the Calvin Klein video campaign in Times Square and the print ad that ran in GQ and other prominent print publications.
Objective
Increase awareness of the suiting category and drive business to Macy's Herald Square Calvin Klein formalwear shop — the highest-volume shop of its kind in North America. Get people to associate dressing up in suits with Calvin Klein alongside sportswear, jeans, and bodywear.
Actions
Pitched and received approval from Calvin Klein HQ to create a Times Square video. Consulted on video production with CK marketing team. Repurposed existing creative assets to minimize expenses. Ran print ads in GQ, Essential Homme, Men's Health, NYT T Magazine, NY Post, and WSJ Style Magazine. Ran digital ads on Essential Homme, Men's Health, NYT, and WSJ. Ran video ad on Times Square Nasdaq Building for March 2020.
Results
First-ever CK national ad for the tailored clothing category across print, digital, social, and outdoor video. Times Square video drove shoppers to Macy's Herald Square and increased sales for the month.