Meet the Calvin Klein CMO using 'entertainment mentality' to turn culturally resonant campaigns into sales gains

As brands try to make their campaign dollars stretch farther, they're looking to culturally resonant marketing that creates engagement—comments, likes and shares—and results in sales gains. Calvin Klein's Spring 2026 campaign with actress Dakota Johnson is an example of how the clothing brand is using content to 'game the algorithm,' according to Jonathan Bottomley, global chief marketing officer of Calvin Klein and executive VP, group consumer and brand strategy at parent company PVH Corp. Not only did the provocative campaign attract 26 million views on Instagram, but it also helped create a single-digit increase in women's underwear sales and a double-digit increase in women's denim sales, Bottomley said, noting that 30% of Calvin Klein's audience is actively engaged on Instagram. By cultivating such engagement on social media, the brand is building a sense of virality, he said. On the podcast, Bottomley also discusses the role of community and product-led marketing, as well as how Calvin Klein is evolving its brand messaging to connect with Gen Z consumers. Dig deeper -https://adage.com/brand-marketing/aa-winners-losers-calvin-klein-jeopardy-seafood-city-rei-david-campbells/ -https://adage.com/events-awards/cannes-lions/aa-cmo-marketing-trends-budgeting-ai-measurement-agencies/