Choose speciality channel:   Choose sector channel:     Search the site

Case Studies


Launch of Calvin Klein‘CKin2U’

Launch of  Calvin Klein‘CKin2U’

Best practice from OMD UK

This campaign has been shortlised for the upcoming Campaign Media Awards in the Fashion, Beauty and Healthcare category. It was also 'highly commended' in the AOL Online Planning Awards in association with Media Week.

The Challenge

In a market saturated with novelty celebrity-branded perfumes, Calvin Klein needed to find a new way of engaging youth audiences. The answer was CKin2U, a new fragrance to be launched in conjunction with its own social networking site.

We wanted to connect with ‘youth influencers’, the people that sought brands rather than followed them and had a critical role in influencing the masses through disseminating fashion and style trends.

The Idea

We allowed the brand and URL to feel discovered by our influencer audience and provided them with a forum to exert their influence over the mainstream.

A targeted teaser campaign infiltrated our influencers’ lifestyles with unbranded communications scattered around them, driving to the ‘whatareyouin2’ website. Ambient media such as polaroids and cling stickers were left in places such as music venues. TV blipverts intrigued the audience. Online, we targeted groups on established social networks.

On ‘whatareyouin2’ we provided targeted sampling to establish a community of brand advocates. By tapping into the discussions these ‘influencers’ were having on the sites we gained insight into the right places to be to recruit more through our teaser campaign – the right stores, the right venues.

On the day the product was made available to the mainstream, so was the advertising with underground station dominations, 30” TV spots and rich media online replacing our teaser activity.


The two-step process clearly worked. The site received 10,000 registrations from our influencer audience, and 61,914 sample requests across the first two weeks of launch.

Online word of mouth was also clearly demonstrated. Google Search shows 15,120 UK site mentions for 'Ckin2U'. This is considerably higher than the 2,100 returned for Sean John's Unforgivable and 1,500 for Britney Spears' Fantasy.

Most importantly the brand has performed strongly from a sales perspective. Boots, The Fragrance Shop and Debenhams claim CKin2U has been their most successful fragrance launch within the last 12 months.

drug prescription card canada drug pharmacy coupon viagra coupons online
how much do abortion pills cost abortion clinics in birmingham abortion hotline
late abortion abortion pill procedure when is it too late to have an abortion
discount drug coupons transfer prescription coupon
www bystolic com coupon read does bystolic have a generic
discount coupon types of abortion procedures surgical abortion
discount grocery coupons abortion clinics in richmond va
doxycycline intrapleural injection doxycycline intrapleural injection doxycycline intrapleural injection
forest laboratories patient assistance bystolic discount coupon forest patient assistance
does an abortion hurt why should abortion be illegal
cialis dose 30 mg open cialis dosage for enlarged prostate
buscopan contre indication buscopan grossesse
yasmine yasmin senel
renova renovation vejle
abortion pill cost without insurance abortion pill late term abortion pill
amoxicillin 500 mg amoxicillin 1000 mg amoxicilline
abortion ethics abortion places abortion clinic locations
side effects of vivitrol shot vivitrol side effects
low dose naltrexone contraindications naltrexone injection cost
naltrexone for multiple sclerosis user reviews read naltraxon
ldn and autism ldn medication trinalin

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.