Calvin Klein, Pierre Laurent in a black denim jacket and sunglasses sitting on a bench, legs stretched out
Submitted by 22 IMPACT

Calvin Klein #MyCalvins Berlin Talent Campaign

Influencer Marketing

22 IMPACT cast Pierre Laurent and ran production for Calvin Klein's #MyCalvins Berlin campaign, which the agency reports delivered 20M+ global impressions across paid social, digital OOH and talent content.

20M+Global Impressions

Case in 60 seconds

Calvin Klein's #MyCalvins campaign, shot in Berlin in 2024, needed talent aligned with the brand's signature aesthetic, which the page describes as clean minimalism, so the casting choice had to carry Calvin Klein Jeans in a lifestyle-driven way.

The campaign turns on aesthetic fit rather than follower scale, because 22 IMPACT credits the work to aligning talent with the brand's signature aesthetic and frames the result as authentic storytelling across European fashion circles.

The organizing thesis was a #MyCalvins collaboration with Pierre Laurent that showed Calvin Klein Jeans through clean minimalism in a fresh, lifestyle-driven setting, blending premium style with authentic storytelling.

22 IMPACT cast Pierre Laurent and ran the Berlin shoot from casting to content delivery, and the resulting content was distributed through Calvin Klein's paid social, digital OOH and talent content across multiple international markets.

22 IMPACT reports 20M+ global impressions delivered across Calvin Klein's paid social, digital OOH and talent content, and describes strong engagement across brand and talent platforms without publishing an engagement figure.

Strategy Breakdown

European fashion circles, which the page names as where the project amplified the #MyCalvins movement.
Calvin Klein supplied the #MyCalvins platform and the paid distribution, while 22 IMPACT supplied and managed the talent, so the brand's paid social and digital OOH carried the content to multiple international markets.

Creative & Execution System

Assets & channels

  • Other

Partners

  • 22 IMPACT

Creator role

  • Pierre Laurent

Results & Evidence

MetricValue
Global Impressions20M+ global impressions

Why 22 IMPACT's strategy worked

  1. 1

    When a single talent fronts a brand campaign, the brand's paid social and digital OOH carry most of the distribution, while talent content adds a second set of platforms rather than supplying the whole audience.

  2. 2

    Securing usage and exclusivity rights inside the talent contract lets one shoot feed several surfaces across multiple international markets, because the imagery can run on brand channels without a separate negotiation for each placement.

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