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Why Calvin Klein Ads Still Get People Talking



Why Calvin Klein Ads Still Get People Talking

Just a few days into 2024, Jeremy Allen White’s bare, muscled body — clad in Calvin Klein briefs — became the year’s first viral sensation.

The brand unveiled the ads on Jan. 4, instantly prompting a swell of online chatter. It only intensified after the images of White were plastered on Calvin Klein’s iconic billboard on Houston Street in the centre of New York’s SoHo neighbourhood, and the brand released a video ending with a dozen doves bursting into the sky alongside White spread on a couch, wearing nothing but his cotton stretch briefs and sneakers.

The ad was classic Calvin Klein, which has been synonymous with sexy, conversation-starting campaigns since the 1970s. In just 48 hours, the White ads generated $12.7 million in media impact value, data insights company Launchmetrics’ proprietary measure of engagement. For comparison, Bottega Veneta’s Pre-Spring 2024 campaign featuring paparazzi shots of Kendall Jenner and A$AP Rocky generated $2.8 million in 48 hours, said Launchmetrics.

The White ads were just the start of the headlines for Calvin Klein this year. On Jan. 10, the UK’s Advertising Standards Authority banned a Calvin Klein ad starring a similarly-scantily clad musician FKA Twigs, stating that the images focused on FKA Twigs’ “physical features rather than the clothing, to the extent that it presented her as a stereotypical sexual object.”

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The decision quickly drew backlash, with critics decrying the agency for policing female sexuality and a woman’s body. The ongoing praise for White’s ads — which were not banned — provided a stark contrast. So did the fact that the agency said images of Kendall Jenner from the same campaign were “unlikely to be seen as irresponsible,” which elicited charges of racism.

“I do not see the ‘stereotypical sexual object’ that they have labelled me,” FKA Twigs said on Instagram. In a response to the ban, Calvin Klein said it had put out similar advertisements in the UK for decades and “a degree of nudity should be expected” in underwear advertising.

Calvin Klein has a long history of leaning on provocation to sell its mass market staples. Its ads have featured a topless Kate Moss, an underage Brooke Shields uttering innuendos and Mark Wahlberg grabbing himself. A 2008 perfume ad starring Eva Mendes was banned in the US. But over the past decade, Calvin Klein’s ads have mostly failed to attract the same level of attention, primarily putting out lacklustre group campaigns that were lost in the churn of social media.

The industry, too, has gotten more cautious with advertising. In the face of slumping sales, Victoria’s Secret shed its ultra-sexy image, while missteps from brands like Balenciaga and Zara have shown the danger of a poorly-received campaign.

But as Calvin Klein’s recent brush with virality shows, the right sort of provocation can pay dividends for a brand’s image.

“Brands can’t cancel-proof or bubble wrap their way through life. In this TikTok era, you need to make moments,” said Matt Kissane, executive director at marketing agency Landor.

Right Face, Right Time

At their best, Calvin Klein’s ads have solidified stars as sex symbols. They played a major role in positioning Moss as the queen of heroin chic in the 1990s, and helped Wahlberg move beyond his “Marky Mark” era. Justin Bieber’s campaign in 2015 cemented him as someone for adults to lust after (rumours of a photoshopped bulge notwithstanding) rather than a teenage Tiger Beat pin-up. This latest campaign seems poised to do the same for White.

What the formula ultimately comes down to is picking the right face at the right time.

White’s star has been on the rise, thanks to his role as an endearing dirtbag chef on the Hulu series “The Bear.” His street style makes regular appearances in men’s magazines GQ and Esquire, and he’s regularly papped sweaty and shirtless in Los Angeles. Rumours of a relationship with popstar Rosalía, and his latest starring turn in wrestling film “The Ironclaw,” add to the intrigue.

Also, abs.

“Just human instinct, this is a hot campaign,” said Amy Kommatas, head of production for advertising firm Callen. “It got people talking. America is thirsty.”

Where many fashion brands are stuck in a bit of a casting rut — hiring a Jenner or Hadid for the inevitable press that follows — this marks White’s first major campaign, creating a sense of newness at a time when constant noise on social media makes it even harder for brands to stand out.

“It was one thing to break out 30 years ago, you could spend enough money to push it out. It’s 100 percent harder now because there’s so much content, so many more eyeballs,” said Allen Adamson, founder of marketing firm Metaforce.

Calvin Klein promoted the campaign from all angles. Besides the billboard, videos and Mert Alas-lensed images pushed across social media, the brand also dressed White for the Golden Globes (where he won the trophy for best actor in a television series, drama) and secured an accompanying Vogue feature on the “formal” Calvin Klein underwear White wore under his suit.

Over the course of the campaign, mentions of Calvin Klein skyrocketed 567 percent higher than average and the brand gained 100,000 followers on TikTok, according to data intelligence firm Brandwatch.

While the formula may seem simple, pulling it off requires more than a bit of luck.

“For every time somebody gets it right, 20 people get it wrong, and they’re all using the same formula,” said Adamson.

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Sex, Thighs and Regulatory Red Tape

The FKA Twigs ad brought the brand a different sort of attention, going viral only after the images were banned.

Calvin Klein has long toed the line of public acceptability, and critics have slammed the brands’ ads as promoting everything from an unhealthy body image and drug use with Moss, to even alleging child pornography with a 1995 campaign that showed young models in a wood-panelled basement. (The US Justice Department ended up investigating the campaign, which was pulled, though the brand was able to prove that all models featured were adults.)

Meanwhile, no one besides the ASA seems to be admonishing Calvin Klein over the FKA Twigs ads. In fact, the ban has helped build positive sentiment around the images, where they may have gone less-noticed otherwise. The FKA Twigs image has already created $5.2 million in MIV for Calvin Klein.

As society at large teeters toward conservatism — with women’s rights under attack, particularly in the US — the images ended up prompting conversation around why a man can show his body (not to mention, earn money and status, said Kissane) and a woman is shamed for the same thing.

“It’s disappointing that we’re at this place in our culture where Jeremy Allen White is celebrated, but FKA [Twigs] is policed,” said Kommatas.

For Calvin Klein, both sets of ads are an example of that old adage — there’s no such thing as bad publicity.

“They’ve managed to create the cultural conversation,” said Kissane. “It set the wheels in motion. [Calvin Klein] played its one move and the wheels of the internet are doing the turning.”

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12 Proven Methods to Make Money Blogging in 2024



Make money blogging


Make money bloggingThis is a contributed article.

The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:

1. Embrace Niche Expertise:

Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.

2. Content is King (and Queen):

High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.

  • Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
  • Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
  • Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.

3. The Power of SEO:

Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.

  • Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
  • Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
  • Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.

4. Monetization Magic: Affiliate Marketing

Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.

  • Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
  • Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
  • Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.

5. Display Advertising: A Classic Approach

Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.

  • Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
  • Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
  • Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.

6. Offer Premium Content:

Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.

  • Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
  • Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
  • Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.

7. Coaching and Consulting:

Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.

  • Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
  • Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
  • Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.

8. The Power of Community: Online Events and Webinars

Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.

  • Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.

9. Embrace the Power of Email Marketing:

Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.

  • Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
  • Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
  • Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.

10. Sell Your Own Products:

Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.

  • Identify audience needs: Develop products that address the specific needs and desires of your target audience.
  • High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
  • Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.

11. Sponsorships and Brand Collaborations:

Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.

  • Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
  • Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
  • Align with your niche: Partner with brands that complement your content and resonate with your audience.

12. Freelancing and Paid Writing Opportunities:

Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.

  • Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
  • High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
  • Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.


Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.

Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.

Image Credit: DepositPhotos

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?




Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach



Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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