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For Pride 2023, UPR faced the challenge of strengthening Calvin Klein’s Pride campaign with extra emphasis on authenticity, diversity, and the spirit of “Let it out.”
Four remarkable queer influencers were carefully selected, with each a strong connection to Calvin Klein’s Pride message, as representing a unique facet of the LGBTQ+ community. We encouraged the influencers to “Lean into this year’s global brand narrative of Let it out” and capture the energy of Pride through meaningful assets that expressed the joy and freedom of being one’s most authentic self. In addition, a guest list was curated for the Calvin Klein x W Amsterdam party, featuring a mix of brand friends and talented queer creatives from Calvin Klein.
In addition to authentically emphasizing Calvin Klein’s inclusivity and diversity, the event hosted a 109 guests and the social campaign generated an astonishing media value of €139,301 and an ROI of 624%. This surpassed industry standards and demonstrated the effectiveness of the campaign in achieving its objectives.
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