Calvin Klein has teamed up with Google’s creative think tank, Google Zoo
to launch a YouTube mini-series to answer consumers most pressing bra
relation questions around sizing and fit.
The #CKunfiltered: Bra Talk launched with four pilot videos in the UK as
well as a special one-day showcase at Web Summit 2019 in Portugal, and used
the top searches for bra related queries in the UK to create the digestible
The innovative approach places audience-insights front and centre in the
curation method for the videos that Calvin Klein states are aiming to not
only provide valuable insights but also to engage with new consumers and
increase their direct-to-consumer relationship by educating consumers on
the underwear category.
In the four-part series, Calvin Klein offers expert advice on finding
the right bra, how to measure your bra size at home, as well as explaining
the different types of bras and common bra-fit issues. Each video then
links to the brand’s website as part of its strategy to create a “seamless
shopping experience” for its intimates community.