The xx have become an essential part of Indie music similarly to how Calvin Klein is embedded in the history of American fashion. When the two partnered on The xx’s “I Dare You” music video, I saw an opportunity to bring this campaign to life beyond the generic ‘Click here to watch’ posts. The results, which were all organic, let me know I made the right moves. Here was my strategic approach:

To kick things off, we chose to use song lyrics as teaser copy and paired them with portraits of the band members. We quickly and effectively built an intrigue with fashion-and-music lovers alike.

We then used social media to premiere the music video. Media pickup was immediate including GQ and Billboard. Moving beyond the music video, we focused our attention on clips and photos of the cast wearing a mixture of items that were exclusive yet available for purchase.

With its global success, the #mycalvins hashtag was known to positively impact sales. Despite being ‘retired,’ I recommended that we re-introduce it with our post featuring Paris Jackson. Not only did this post became one of the most engaged throughout the entire campaign, it also spiked sales for the cotton bralette Paris wore in the image.