Think what you want of Justin Bieber and the Calvin Klein brand, you cannot deny the Justin Bieber Calvin Klein photoshoot was exceptionally good marketing and PR for them. Both benefitted greatly from the deal and for fans of either brand, it was something new and interesting to see. Love it or hate it, you probably heard about it and talked about which is what they were going for.
There’s an interesting saying: “There is no such thing as bad press.” While I don’t think that’s true, I do believe that most press can be turned into good press irrelevant of what type of press it is. The recent Justin Bieber Calvin Klein photoshoot is a great example of this for many reasons. Let’s start with the actual photoshoot and it’s results and marketing campaign.
The photoshoot is pretty much the point of that marketing campaign: the point is to promote both brands in-order to increase market awareness. Translation? More eyeballs on us! The photos look great, the ads are well crafted and the campaign did exactly what it was intended to. Though it had a unexpected side effect.
I don’t much care for Justin Bieber nor Calvin Klein and as such whenever I see something about either pop up I scroll right past it. Others are not as passive with their disdain for JB. Just as there are people who are fans, there are ‘anti-fans’ or haters. Someone, probably from the latter group, posted what they claimed was a: “pre-production un-photoshopped picture of Justin Bieber at the Calvin Klein photoshoot” which make Justin Bieber not look as good.
That picture took the internet by storm and on Reddit there was even a whole thread dedicated to making fun of this picture. Now here’s the thing though, they didn’t start making fun of this picture (a lot) just because, it was because Justin Beiber threatened the sue over the original manipulation.
So yes, if you think the ‘pre-production’ photo was real, sorry. It’s a fake. Though JB’s reaction was very real which is what caused this mass media coverage. Here’s the thing though: you might be thinking that this is bad publicity for him? Hmm … I’d wager that everything surround this photoshoot and the ‘fun’ images going around are only helping him.
Remember how I said that there is no such thing as bad press? In this case it’s very true. For one: you, I, the next door neighbor and even my dog has heard about the Justin Bieber Calvin Klein photoshoot and the fiasco that followed. Many people were talking about this, news stations covered this and it was extensively shared online and on social media.
Whether his ratings went up or down is of no concern, what’s important is that more people talked about him, about his new business ventures, talked about the brand and even shared it more with their networks. If this isn’t free viral marketing I don’t know what it.
It’s exposure that you simply can’t fabricate because it took off so naturally and quickly. But then again, maybe some genius marketer on the Justin Bieber Calvin Klein team was behind it all? *Shrug* Either way: great PR for both and a very nice boost in revenue as well!