Across Asia and the United States, one of the most powerful forces in influencer marketing now is cultural resonance. Not just who has the biggest audience—but who connects emotionally, who represents identity, who becomes part of a movement. Below are two recent campaigns—one in Asia, one in the U.S.—that harness this force well, with outstanding results.
Asia: Calvin Klein’s Local Stars Strategy in Spring‑Summer & Underwear Campaigns
Calvin Klein has been executing influencer and ambassador strategy across Asia with increasing sophistication. Recent campaigns reflect deep localization, fan culture engagement, and careful choice of celebrities/influencers who resonate with Gen Z and Gen Alpha.
Key Campaigns:
- The Spring 2024 Calvin Klein Jeans collection for Asia featured Thai star Bright Vachirawit, Chinese‑American rapper Mark Tuan, and Thai actress/model Davika Hoorne. Each represented different archetypes—street confidence, casual cool, stylized acting/fashion. The campaign is less about visible sales calls and more about embodying attitude.
- The Fall 2023 Underwear / Denim campaigns in Asia have prominently featured Bright Vachirawit, Japanese model Maryel Uchida, Chinese actor Kuan Chen. These campaigns played with sensuality, comfort, and identity—not just product, but self‑expression. Bold waistbands, reimagined logos, seasonal palettes—they leaned into visuals that areaspirational without being inaccessible.
- Importantly, Calvin Klein’s choice of ambassadors—Bright, Jennie, Jungkook, Mingyu—who are already cultural icons locally and globally, allows the brand to tap into fandoms. The way these influencers share behind‑the‑scenes, personal stories, styling opinions, all amplify authenticity.
Why it worked:
- Localization + universality: While campaign visuals and messaging feel global in quality, the stars are often local beings—part of popular TV, drama, music scenes. Fans already feel ownership.
- Fandom energy: In Asia, fandoms are powerful. They don’t just consume content—they amplify it, share it virally, create spin content (fan art, edits, discussion). Calvin Klein’s campaigns give fans what they want: to see their favorite stars wearing brand staples, styled in ways that feel real (or at least aspirational).
- Product as identity: Calvin Klein doesn’t just present its products; it presents lifestyle signals—comfort, confidence, modern sexuality, minimalism. Those are strong identity anchors, especially for younger consumers.
- Consistent visual narrative: Whether photoshoots, video ads, social posts, the aesthetic signals are consistent—clean lines, premium fabrics, bold yet muted colors. It reinforces brand memory across touchpoints.
Results and Impact:
- Big surges in web traffic and sales where campaigns release, especially for the specific pieces included in influencer & ambassador visuals.
- Increased social reach due to shares, reposts, etc. Some campaigns rack up millions of views in days.
- Strengthened brand premium perception: Calvin Klein becomes less “just underwear” or “just jeans,” more symbolic of a lifestyle—something younger consumers aspire to adopt.
- More crossover: these campaigns are not only operating in one market; influence spills over between countries via social media, streaming, fan cross‑pollination.
United States: Laneige & Sydney Sweeney — Beauty Meets Storytelling
In the U.S., beauty brands often compete both on product efficacy and cultural conversation. Laneige’s collaboration with actress Sydney Sweeney highlights how influencer marketing can combine celebrity ambassadorship with deeper storytelling and community engagement.
What Laneige did:
- Sydney Sweeney has been Laneige’s global ambassador since 2022. The brand used her in visuals, launches, limited‑edition drops, and importantly, behind‑the‑scenes content—showing her in moments where she’s preparing for shoots, interacting with fans, revealing the creative process. These aren’t just photo ops. They show vulnerability, personality, genuine enthusiasm for the product. House of Marketers
- Alongside the “flagship” content with Sweeney, the brand enlists micro‑influencers andbeauty creators to amplify messaging: “first impressions,” skin routines, texture demos, user reviews. These feel organic rather than scripted.
- The campaign anchors around something specific: the Lip Sleeping Mask remains a hero product, but its narrative is about nighttime self‑care, ritual, small luxuries. The voice is soothing and personal, appealing to those wanting more than just functional skincare.
Why it worked:
- Relatability + aspiration: Sweeney is famous, but the content chooses moments that arehuman. Beauty consumers can see themselves in those contexts.
- Layered strategy: Not just one voice (celebrity) but many voices (creators, micro‑influencers) all aligned to a consistent narrative. That gives depth.
- Use of platform strengths: TikTok + Reels + Instagram Stories are used for snippets, behind‑the‑scenes; longer content goes to YouTube or blog posts. This gives audiences multiple points of contact.
- Micro feedback loops: Comments, replies, UGC are encouraged. Consumers reviewing the product, sharing tips, giving honest feedback—this increases trust and community around the product.
Results:
- Big increases in followers and engagement for Laneige on TikTok (+200‑odd percent in some metrics), Instagram growth, especially when Sweeney content dropped. House of Marketers
- Certain SKUs tied to the influencer content (Lip Sleeping Mask, etc.) saw order surges.
- Stronger brand loyalty; users citing Sweeney and creator reviews as deciding factors in purchase.
- Higher share of voice in beauty media (magazines, online reviewers) because of the storytelling and more “newsworthy” campaign components (celebrity, limited edition, behind‑scenes).
What the Asia and U.S. cases share:
- They understand that celebrity is powerful, but it must be grounded in identity andnarrative. A name alone isn’t enough; how they use that name matters.
- Amplification is critical. The work doesn’t stop at the campaign launch—it’s about tapping into fandoms, encouraging UGC, using micro creators, staying active after drop.
- Visual consistency + brand aesthetics are non‑negotiable. If the campaign’s look and feel is disjointed, the message dilutes quickly.
- They lean into culture: music, fashion, pop culture, fandom, identity. These are often the bridges that carry content beyond paid reach.
Brands that succeed today are those that don’t just broadcast—they belong. They become part of subcultures, stories, identities. The examples above show that influence isn’t something you can fake or buy outright; it’s built through trust, creative freedom, alignment. As influencermarketing continues to evolve, those making the most authentic connections will be the ones still around in five years.
