Calvin Klein Followers Get Emoji-nal Over Justin BieberJanuary 28, 2016
If you’ve got it, flaunt it!
“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.
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.
— Justin Bieber (@justinbieber) January 26, 2016
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 , , and 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!’
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 , to express their appreciation. And some expressed negative sentiment about how covered-up Bieber was, as shown by use of the suggestive eggplant emoji
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:
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.