Calvin Klein: The “Yes, Chef” heard around the world

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fomayof928@mowline
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Calvin Klein: The “Yes, Chef” heard around the world

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As TikTok creator @ashathemuseologist puts it, “Topicals…is employing brand strategies that have never been before—have never touched this Earth. Organizing a brand trip with Black influencers across the diaspora to go to Ghana during Detty December has to be, could only be, the brainchild of a young Black woman…I’m the demographic.”

The content they captured on the trip delivered 80,000 likes across Instagram and TikTok, like this video of someone putting their skincare eye patches on in the club.



This post inspired similar posts, and a Topicals spin on czechia b2b leads the In and Out post trend.


According to Sprout Social Listening data from December 5th, 2023, to January 5th, 2024, consumer sentiment of Topicals was 91% positive, gradually increasing toward the end of December when the brand trip to Ghana started. The brand trip also coincided with a 614% increase in engagements across social channels, compared to the previous 30-day period. Already the fastest-growing skincare brand at Sephora, this boost to their brand awareness will only propel the brand to new heights in 2024.

The play: You might not have the budget to send creators from across the globe on a brand trip, but what you should have is people on your team who reflect your target audience and understand what matters to them. Don’t be afraid to pitch ideas that haven’t been done before just because you’re afraid you won’t secure buy-in. Even partnering with influencers offline can fuel social buzz, as Topicals demonstrated. Trust that you are the ultimate expert of your community.

Not just another celebrity heartthrob, Jeremy Allen White is lovingly referred to as the internet’s boyfriend. In the first week of 2024, Calvin Klein unveiled a campaign featuring the popular actor in their iconic underwear. Though it’s not revolutionary for a clothing brand to feature celebrities in their campaigns, what was so brilliant about this strategy was how right it was for Calvin Klein to drop right before the Golden Globes, where Allen White took home the top prize. It’s clear they understand internet culture, their audience and how to reinforce their brand image.
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