There are over 179,000 photos on Instagram tagged #MyCalvins. Most are selfies of lean twentysomethings in their beds and bathroom mirrors, proudly united by cotton underwear bearing the name “Calvin Klein.”
The American fashion brand debuted the campaign in early 2014 to promote its underwear, and has since expanded it to market denim. It’s been admirably effective, not only capturing a desirable audience’s attention, but also leading them to create endless streams of user-generated content living on social platforms: a 21st century marketer’s wet dream.
This article originally appeared on Recode.net.