If you feel like Pete Davidson is everywhere at the moment, that might be because he is rumoured to be dating Kim Kardashian and also because he has just taken over Calvin Klein’s Instagram account.
Here at B&T, we love any kind of marketing that is attention-grabbing – the more brazen the better and Davidson’s Instagram take over isn’t exactly subtle.
A brand like Calvin Klein’s Instagram is usually incredibly curated, Art Directors are involved and all sorts of fancy stuff.
Particularly because the brand’s following on Instagram is over 21.5 million followers. So consumers are watching!
However, things took a turn earlier this week when Davidson took over the brand social media account. It started with Calvin Klein’s icon photo changing to a photo of Davidson. Then the bio was updated to read, “Pete Here.”
Suddenly Davidson was posting selfies on the account, wearing Calvin Klein. Then things escalated to Davidson and celebrity pal, Machine Gun Kelly live streaming from the account in their Calvin Klein briefs.
It was all happening and it was also making headlines.
So why would Calvin Klein allow such seemingly uncurated excitement on their feed? Well, because it’s clever advertising.
You have to remember Calvin Klein isn’t a brand that shies away from attention when it comes to advertising or marketing.
Who could forget their “Nothing comes between me and my Calvins” campaign or it’s campaigns with Justin Bieber.
Calvin Klein is a brand that knows how to wield the power of celebrity and relevancy and Davidson taking over it’s Instagram is clever and savvy – after all, Davidson is having a moment, Just ask Kim Kardashian.
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