Holiday Style

Calvin Klein approached Goat seeking a standout influencer campaign for the highly competitive Q4 holiday season. Their objective was to inspire both gift-giving and self-gifting by showcasing a diverse range of Calvin Klein outfits. They wanted to connect authentically with fashion-conscious consumers on Instagram and TikTok and ultimately drive strong holiday sales in a crowded market.

Understanding Calvin Klein’s goals and audience, Goat proposed a two-fold approach that would allow for testing and optimization. We recommended developing influencer content that combined “Holiday Styling”—offering styled outfit inspiration—with “Gift Guide” messaging that positioned Calvin Klein pieces as ideal holiday gifts. This dual messaging approach would be supported by paid media campaigns across Instagram, TikTok, and Facebook targeting confident shoppers, lookalikes of past purchasers, and broad Calvin Klein interest groups. Additionally, we leveraged audience sentiment data and geographic insights to focus on under-tapped markets like Miami, where influencer content could break through with stronger engagement. This strategy was designed to allow real-time optimization, directing budget toward the best-performing creatives and audiences as the campaign progressed.

We collaborated with eight fashion and lifestyle influencers known for their authentic storytelling and style credibility. These creators produced a diverse mix of Instagram Reels, TikTok videos, and Instagram Stories that showcased Calvin Klein’s holiday collection through both the “Holiday Styling” and “Gift Guide” lenses. Paid media efforts ran on Meta and TikTok platforms with ongoing optimization to ensure maximum impact. Early onboarding of influencers allowed for synchronized content launches during peak shopping times. To extend reach and engagement, we also strategically included influencers from less saturated markets such as Miami, which resulted in exceptional audience interaction from these areas.