Calvin Klein Will Be Live-Stream Its Fall Ad Campaign
Meghan Young — March 19, 2016 — Fashion
References: fastcompany
Calvin Klein's fall ad campaign will be making an impact on people well before it hits the pages of magazines and city billboards. The fashion brand plans to stream the process of creating it through a live stream on Periscope. By utilizing the social media platform in this way, fans and consumers will be able to see what it takes to create a fall ad campaign.
Melisa Goldie, Calvin Klein's chief marketing officer, says, "There’s always been sort of a mystique behind the Calvin Klein advertising campaigns in general — really about, who’s going to be the face, what’s the talent, is there going to be a celebrity." Considering its last series of campaigns, that would be true of its fall ad campaign. Essentially, they're taking a cue from McDonald's.
Melisa Goldie, Calvin Klein's chief marketing officer, says, "There’s always been sort of a mystique behind the Calvin Klein advertising campaigns in general — really about, who’s going to be the face, what’s the talent, is there going to be a celebrity." Considering its last series of campaigns, that would be true of its fall ad campaign. Essentially, they're taking a cue from McDonald's.
Trend Themes
1. Live-streaming Advertising - Live-streaming platforms like Periscope offer opportunities for brands to engage with consumers in real-time during the creative process of ad campaigns.
2. Transparency and Authenticity - Consumers are increasingly interested in seeing the behind-the-scenes process of creating ad campaigns, creating an opportunity for brands to build trust and authenticity.
3. Interactive Brand Experiences - Streaming campaigns on platforms like Periscope allows brands to offer immersive and interactive experiences to their audience, fostering engagement and brand loyalty.
Industry Implications
1. Fashion - The fashion industry can utilize live-streaming platforms to showcase the creative process of designing and marketing campaigns, giving consumers a deeper connection to the brand.
2. Advertising - The advertising industry can adopt live-streaming technology to create unique and interactive experiences for consumers, revolutionizing traditional ad campaign processes.
3. Social Media - Live-streaming campaigns on platforms like Periscope can drive increased engagement and usage of social media platforms, making them a valuable tool for growth and innovation.
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