Justin Bieber Campaign Delivers Big Win For Calvin Klein

It looks like Calvin Klein's gamble on Justin Bieber has paid off.

Much has been said about the new Calvin Klein campaign starring Bieber and Lara Stone since it launched via @justinbieber on Instagram on January 6.

The series of stylised black and white photos have been parodied by everyone from Saturday Night Live to the Bondi Hipsters.

Even Ellen DeGeneres joined in on the fun, replacing Lara Stone’s face with her own in a tongue-in-cheek response to claims that Bieber’s body was heavily Photoshopped in the images.

Criticism aside, the campaign has delivered Calvin Klein a big win on social media. Women's Wear Daily reports that since the campaign launched in early January, 3.6 million new followers have flocked to Calvin Klein’s social media networks.

Thanks to social media support from its shirtless star, the campaign trended on Twitter under hashtags including #mycalvins and #newfaceofcalvinklein, and it topped Facebook trends too.

While it seems that there is a lot of laughter happening at Biebs' expense, as long as the jokes about the campaign keep coming, so does Calvin Klein's brand exposure - which makes everyone happy.