HOW CALVIN KLEIN CELEBRATED INSPIRING WOMEN IN THE … · The first Calvin Klein fragrance created...
Transcript of HOW CALVIN KLEIN CELEBRATED INSPIRING WOMEN IN THE … · The first Calvin Klein fragrance created...
HOW CALVIN KLEIN CELEBRATED INSPIRING WOMEN IN THE LAUNCH OF THEIR NEW FRAGRANCE.
THECHALLENGEThe first Calvin Klein fragrance created under Raf Simons—the highly
anticipated Calvin Klein Women—was released in July 2018. The desi-
gner has called upon a range of inspiring women both past and present
to represent the new scent. A powerful print campaign directed by
Anne Collier was born.
When Calvin Klein’s agency prepared the in-store release activations,
the direction they had to take was clear: empower their clients by
recreating the print campaign.
01.
OUR SOLUTIONsharingbox Minis were installed in 5 Macy’s across the United States
for a week. We created a custom user journey to recreate the Anne
Collier print campaign.
First, users were asked to select two iconic women from the past and
present that they feel particularly inspired by. Then they had to pose
for a single photo. From this combination a unique and personalized
image was created. These were printed on the spot and sent digitally
to be shared on social media.
02.
THERESULTSThe exeperience engaged users in a very unique and emotional way
with the new fragrance and the campaign surrounding its launch. The
sucess of the activation translated in the participation rate and the
resulting perfume sales of the participating Macy’s stores.
03.
5Locations
1,665Photos Taken
1,629Emails Collected
3,806Participants
352Tracked Shares
70,000+Social Impressions
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