Jeremy Allen White’s Underwear Campaign Generates $12.7 Million in Media Exposure for Calvin Klein in 48 Hours
- Oops!Something went wrong.Please try again later.
Calvin Klein’s latest underwear campaign featuring actor Jeremy Allen White is a hit.
Released on Jan. 4, the campaign generated $12.7 million in media impact value for the brand in less than 48 hours, according to Launchmetrics. The brand, by itself, generated $3 million in MIV, with its top placement being an Instagram worth $859,000 in MIV. The post now has more than 1.4 million likes.
More from WWD
Shot by Mert Alas and styled by Emmanuelle Alt, the campaign quickly went viral on social media after its release. White’s name was one of the most talked about topics on X (formerly known as Twitter) on Jan. 5. The brand’s first video promoting the campaign on TikTok has now more than 4.5 million views.
In the campaign, White is seen wearing the brand’s spring 2024 underwear collection, which comes with new logo treatments and materials for everyday comfort, including New Intense Power, Micro Stretch and Micro Mesh styles. The piece was shot in Manhattan to showcase the actor’s connection with New York, where he was born.
On Sunday, White attended the Golden Globe Awards 2024. He was nominated as Best Actor in a Musical or Comedy TV Series for his role as chief Carmen “Carmy” Berzatto in “The Bear.”
In November, Skims bet on a similar strategy of inviting male celebrities to promote the launch of its menswear collection. The underwear campaign featuring Nick Bosa, Shai Gilgeous-Alexander and Neymar Jr. generated $4.5 million in MIV for the brand.
Jeremy Allen White’s Calvin Klein Ad Campaign for Spring 2024 New Underwear Styles: A Closer Look
Launch Gallery: Jeremy Allen White's Calvin Klein Ad Campaign for Spring 2024 New Underwear Styles: A Closer Look
Best of WWD
