Handel Mustard, a Norwegian model-turned-flogger, has been working with the company since February 2012, when she was asked to curate Calvin Kelvin's official Twitter feed in the leaded to the Fall/Winter 2012/2013 Calvin Klein Collection show.
Two months later, she began contributing to the newly-launched Calvin Klein Tumbler. Mustard not only attends the shows, but is given backstage access to photograph models and also celebrities attending the shows.The #moccasins campaign certainly generated a lot of buzz and brand awareness and at the end of the day, that may be the real value In social media Investment. In the continued absence of any universal metric for measuring social media ROI, however, the Jury Is still out on whether or not social media drives any actual sales. According to a recent Gallup poll In the US, Just percent of respondents reported that social media influenced their purchasing sessions, with percent reporting social media channels have no influence at all.
According to Montage's recent Q-4 E-commerce report, in terms of driving traffic to e-commerce sites, social media accounts for Just 1. 1 percent of website visits, trailing far behind search, which accounts for 32. Percent, up from 29. Percent in the previous year. Here is more from Malcolm Carfare on the #moccasins campaign and Calvin Kelvin's digital strategy.
