Blog / Calvin Klein Followers Get Emoji-nal Over Justin Bieber

Calvin Klein Followers Get Emoji-nal Over Justin Bieber

If you’ve got it, flaunt it!

That’s Justin Bieber’s message for the new Calvin Klein Spring collection ads that were released yesterday.

“Beginning with the new call to action, ‘I _________ in #mycalvins,’ this campaign moves from the passive, solo moment of the static selfie to live action,” the fashion brand explained in a press release.

The campaign caught our attention today when it popped up to the number one spot on our Fashion Industry Leaderboard. Social media mentions of @CalvinKlein spiked when Justin Bieber posed with a statue as part of the #MyCalvins campaign.
 
AOT New
 
Justin’s tweet went live at 6:01pm EST, and drove a dramatic increase in social media traction for Calvin Klein. Compared to the previous 24 hours, Total ZPoints increased by 11,270%, the number of People Engaged increased 11,000%, and Total Activity increased by 18,500% for the Calvin Klein handle.
 

 
It’s one thing to know that 46K + social media users have written over 57K + posts about Calvin Klein, but we dug a bit deeper to uncover the overall feelings towards Bieber’s involvement. Zoomph has powerful sentiment analysis that combines our dictionary with machine learning to deliver the most accurate sentiment breakdown. But sentiment is limited to a binary, positive vs. negative perspective. Ranging from love to hate, approval to disgust, and satisfaction to frustration, human emotions go much deeper than just positive and negative. We know that pictures are worth a thousand words, and luckily for marketers, so are emojis! I used Zoomph’s emoji analytics to assess Twitter’s reaction to Justin Bieber’s underwear-clad debut. From the top emojis, it looks like Twitter was a fan! 76% of the participants in this conversation were female, and our analytics indicate that they were pretty #emojinal when they saw the photos of Justin.  When grouped together ,3 , 1 and  2 emojis show, that the audience was both in love with and attracted to Justin Bieber. Twitter’s verdict? ‘Justin Bieber is hot and we love it!’    
 
combined  As shown by the New Moon emoji, a large portion of the audience was willing to crawl into bed with Justin:   
 


 
By breaking the emojis down in the text, we can really get the full story. For example, some people use less emotionally charged emojis, like the thumbs up Thumbs up, to express their appreciation. And some expressed negative sentiment about how covered-up Bieber was, as shown by use of the suggestive eggplant emoji eggplant

The #MyCalvins campaign features multiple celebrities like Fetty Wap, FKA Twigs, and Kendall Jenner, but the evidence shows that Justin Bieber was obviously the best choice to generate social media buzz. As of writing this, he has more mentions in our @calvinklein feed than the other celebrities combined:
 
celebrity mentions
 
As all marketers know, sex sells. With Justin Bieber’s help, Calvin Klein’s campaign is taking full advantage of this basic facet of human behavior, and it is definitely working.

If you’re interested in seeing the emoji data for your brand, tweet us @Zoomph, or email us at info@zoomph.com.


 

WP_Term Object ( [term_id] => 729 [name] => Social Media Analytics Resources [slug] => social-media-analytics-resources [term_group] => 0 [term_taxonomy_id] => 730 [taxonomy] => capabilities [description] => Our latest blogs showcasing how social analytics uncover insights about audiences and content that resonate with your brand. [parent] => 0 [count] => 85 [filter] => raw )
Analytics & Insights
WP_Term Object ( [term_id] => 733 [name] => Social Media News and Trends [slug] => social-media-news-trends [term_group] => 0 [term_taxonomy_id] => 734 [taxonomy] => updates [description] => Get the scoop on social news and trends, plus expert analyses, advice, and hacks for joining the most important conversations. [parent] => 0 [count] => 174 [filter] => raw )
News & Trends

See Zoomph In Action

Talk to one of our specialists who will help you measure insights and maximize your sponsorship growth efforts

Non-Endemic Brands In Esports: How Riot Games Helped Push Three Companies Over The Top In Sponsorship Marketing 

November 11, 2019

Pushing your marketing efforts into a new frontier, especially in a sponsorship effort, it can be intimidating and might not see the most success if you don’t know the audience. This can be especially true in… Read More

UFC Sponsorship Value and Social Analysis from UFC 244

November 06, 2019

UFC 244 took place last weekend, which included matchups of some of the league's top fighters. We wanted to understand which fighters matchups and audiences made up the conversation on social, and how much social… Read More

How Two NHL Teams Have Gone the Non-traditional Route To Grow Fan Engagement

November 01, 2019

Who are the most talked about guys in the NHL, on Twitter? I’ll give you a hint; it’s not Alex Ovechkin, nor Sidney Crosby. One embraces the word “ugly.” The other is probably the cutest thing… Read More

MLB Sponsors and Brands Hit It Out of the Park in the 2019 World Series

October 31, 2019

While they found themselves down, they never folded. From starting the season 19-31 to late-inning magic in the National League Wild Card game, it’s hard to say they weren’t a team of destiny, but nonetheless,… Read More

All Posts