Student Village: CK Shock case study
Transcript of Student Village: CK Shock case study
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CASE STUDY
CK ONE SHOCK
2011
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Calvin Klein LAUNCHED their
latest youthful fragrance to
students in an EDGY and
CREATIVE way
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Connecting with a generation of FASHION
CONSCIOUS and TRENDY individuals
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STIMULATING their senses
And appealing to their sense of COOL
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ENGAGING students,
remaining RELEVANT,
Leaving a lasting IMPRESSION
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Added to all of this
CK ONESHOCK brought a
new level of CONTROVERSY
CUTTING JEANS
WAXING MY BODY
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And students had a BLAST and walked away with
some cool CK prizes & an EXPERIENCE to remember
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Awarded EYE-CATCHER AWARD for best campaign creative2011 Makoya Youth Awards
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125,000+CAMPAIGN REACH
6 campuses, 18,000 samples
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96%
64%
33%
45%
3%
16%
-28%
Percentage Above/Below the Median Sales Average
W1 No Campus Activity
W2 1st Campus Activation
W3 No Campus Activity
W4 2nd Campus Activation
W5 3rd Campus Activation
W6 No Campus Activity
W7 4th & 5th Campus
Activations
Dramatic increase after
campus events
CK One Shock saw turnover increase by over 96%