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.
Results
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.
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