Question

1. Identify a marketing campaign that has used at least two communication tools, for example, Popeye's new chicken sandwich campaign used advertising via mass media (TV), social media, as well as PR.  
2. Evaluate the marketing campaign on the following aspects:
   • Appropriateness of using these tools given its target market in terms of experiences and benefits sought, and the nature of the product in terms of its complexity, service requirement, etc.
   • Integration of the tools with regard to the coordination among the tools used and the consistency of the message that is delivered across the communication tools.

Answer 1

Identify a marketing campaign that has used at least two communication tools, for example, Popeye's new chicken sandwich campaign used advertising via mass media (TV), social media, as well as PR.

Calvin Klein : OUR NOW Campaign

Calvin Klein is a fashion house specializing in clothing apparels, lifestyle accessories, jewelries, home furnishings etc. Calvin Klein usually uses a multichannel approach to its marketing campaigns. This includes mass media advertisements, PR and social media advertisements. One of their most recent mass media advertisement was the OUR NOW campaign starring various celebrities like singer Shawn Mendes, actor Noah Centime, super model Kendal Jenner and a lot of others. This was a huge success because it came after each of the celebrity’s famous works of the year 2019. They also promoted the same campaign through social media, especially Instagram where each of these celebrities promoted Calvin Klein products. Calvin Klein is very famous for their extensive use of influencer marketing through Instagram. They have thousands of influencers on Instagram promoting their products daily. Another communication tool that Calvin Klein uses since a long time is the fashion shows they organize. This has been a great PR for the brand because the promotion it gives the brand is immeasurable. Appearing on Calvin Klein fashion show is considered a great deal among aspiring models.

Evaluate the marketing campaign on the following aspects:

• Appropriateness of using these tools given its target market in terms of experiences and benefits sought, and the nature of the product in terms of its complexity, service requirement, etc.
• Integration of the tools with regard to the coordination among the tools used and the consistency of the message that is delivered across the communication tools.

The target market of Calvin Klein is the youth. It is pretty clear from all their marketing campaigns. I would say the appropriateness of using these tools for their promotion is very high. The youth look up to celebrities when it comes to fashion. They tend to be attracted towards the brands that the celebrities are using or promotion. Even while choosing the celebrities as their brand ambassadors Calvin Klein makes sure that its not an effort done in vein. All the celebrities appeared on the OUR NOW campaign had some of their biggest hits at that time and they were notable at the time. And their social media followers were increasing. And most of these followers were Calvin Klein’s target market itself. Since the product they offer does not have many differentiating factors it was essential for them to make communication strategy which stands put. Calvin Klein is just another brand name among a series of other fashion brands. So, the brand image that they are trying to acquire or which they acquired over the time has as a luxury brand must be maintained. In order to achieve all these goals, the current multi-channel approach used by Calvin Klein is very effective.

When it comes to integration there is no one better than Calvin Klein. As I mentioned earlier the OUR NOW campaign featured a handful of celebrities. They launched mass media advertisement, influencer campaigns, Instagram campaign and fashion shows starring the same celebrities. These celebrities were present on all of Calvin Klein’s promotion platforms. Moreover, they were sharing posts from their Instagram pages of Calvin Klein with hashtags #OUR_NOW. The same idea of being young and youth energy was communicated through all its platforms. Talk about completely integrating multiple promotion channel and benefiting a single campaign.