Case Study: Calvin Klein achieves renewed relevance among millennials with Sharethrough

Calvin Klein Partners With Celebrities To Drive Relevance Among Millennials

Calvin Klein sought to rebuild cultural relevance with millennials, many of whom had little recollection of the brand’s past. To raise awareness, the brand partnered with celebrities including Justin Bieber, Kendall Jenner and Fetty Wap to create short-form videos and TV/pre-roll spots; they worked with Sharethrough to distribute these influencer-driven native video ads.

Sharethrough ran the celebrity short-form video creative across native and pre-roll placements to target millennial audiences and drive top-of-funnel awareness. The campaign met its objective of increasing relevance among millennials; the case study notes the campaign’s successful awareness focus but does not provide specific quantitative metrics.

Calvin Klein