Fashion Influencer Marketing: Localizing Calvin Klein for Gen Z in Brazil
We partnered with global fashion powerhouse Calvin Klein to localize their iconic brand identity for the Brazilian market. By activating top-tier lifestyle creators, we transformed a global aesthetic into a localized cultural moment, driving 3 Million views and a massive 10% engagement rate among high-value Gen-Z consumers.
THE "SÃO PAULO WEARS THEIR CALVINS" CAMPAIGN
The Challenge
Calvin Klein aimed to solidify its positioning among Brazilian Millennials and Gen-Z—a demographic with high digital penetration and intense brand consciousness. The objective was to translate Calvin Klein’s historically bold, globally recognized aesthetic into an authentic, street-level movement that resonated directly with local urban culture.
The Solution
We executed a hyper-localized influencer strategy, taking the iconic ‘My Calvins’ concept to the streets of São Paulo. We activated a curated roster of 12 trend-setting Brazilian creators to showcase the underwear organically within their daily lives. This localized approach bypassed traditional fashion advertising, turning the campaign into a viral sensation and deeply embedding the Calvin Klein image into Brazil’s urban youth culture.
Campaign ROI & Key Performance Metrics
VIEWS:
3.0M
ER:
10%
Influencers
12
Strategic Talent Curation: Activating Brazil's most influential urban fashion creators
