Instead of models and superstar celebrities, campaigns are finding value in unexpected talent.
Already a subscriber?As a kid in high school in a backwater town of NSW, the only reason I knew about Victoria’s Secret was because of the underwear brand’s network of “Angels” – a collection of models who walked a runway show annually. In the late 1990s and early 2000s, I could not imagine a more glamorous setting than a Victoria’s Secret store, which had not yet reached Australia.
Calvin Klein recently called on Jeremy Allen White, pretty much unknown if you haven’t seen television series, to be the face of its underwear. Who cares if you don’t know who White is? All you really need to know is that by hiring him, Calvin Klein is a cool brand, it notices people, it understands the zeitgeist and is a part of it. And it gets eyeballs: media monitoring agency Launchmetrics later said the campaign generated $US12.7 million in media value in just 48 hours.
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