The social media campaign really breaking the net

You only need to mention “Justin Bieber” in the earshot of a tween to find out the kind of impact this pop singer has on the younger female population. And it seems Bieber Fever is just as strong as ever despite a recent slew of negative publicity (smiley mugshot, anyone?).

Since Bieber was unveiled as the face and body of Calvin Klein’s spring underwear campaign two weeks ago, the brand’s social channels have gained a combined 3.6 million followers. Bieber’s initial post on Instagram on January 6 - which read “Officially part of the legacy” - has scored 1.5 million likes to date.

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The first 48 hours after the big revelation saw the hashtag #mycalvins generate 1.6 million Twitter mentions. To put this in perspective, that number is five times greater than Kim Kardashian’s #breaktheinternet hashtag.

The campaign has garnered so much attention that it has led to parody posts, with Ellen DeGeneres and Miley Cyrus each regramming an image from the campaign with their heads superimposed on Lara Stone’s body - who features alongside Bieber in several of the images. With 23.1 million followers between the two stars, the pair only helped further escalate the phenomenon.

The day of release and the following day saw the hashtags #mycalvins #JustinWereReady #newfaceofcalvinklein and terms “Calvin Klein,” “Lara Stone” and “Justin’s Calvin Klein” trending worldwide on Twitter, according to WWD. The hashtag #mycalvins has had 1.85 million Twitter mentions since January 6. Just three days later, the campaign was the top trend on Facebook.

When combining social media posts by Calvin Klein, Bieber, Stone, Mert Alas and Marcus Piggott, the campaign has gone out to 172 million followers and fueled 25.5 million fan interactions. This includes 4.4 million interactions on Twitter, averaging 74,200 interactions per post.

The spring Calvin Klein Underwear campaign video has been viewed more than 20 million times across YouTube, calvinklein.com, Facebook, Twitter, Instagram, Weibo and Fahlo, according to research by True Reach.