CK2 Genderless Perfume Campus Launch

A case study by Student Village 2016

CK2 GENDERLESS PERFUME CAMPUS LAUNCHA CASE STUDY BY STUDENT VILLAGE 2016


THE CHALLENGE

CALVIN KLEIN WANTED TO LAUNCH THEIR CK2 GENDERLESS FRAGRANCE TO SA’S YOUTH AND RECONNECT THEIR BRAND WITH THIS AUDIENCE


OBJECTIVES

POSITION CK2 AS THE GENDERLESS PERFUME

AND EVERYDAY FRAGRANCE FOR THE

YOUTH

CREATE AWARENESS OF CK2 THROUGH INTERACTIVE

SAMPLING IN AN ULTRA FUN SETTING

RECONNECT THE CK BRAND WITH THE YOUTH MARKET

ENCOURAGE YOUNG PEOPLE TO PURCHASE CK2 AND ASSOCIATE

WITH THE BRAND REGULARLY


INFLUENCERS POSITIONED THE BRAND AS THE

HOTTEST NEW FRAGRANCE, DRIVING

#THE2OFUS ON SOCIAL MEDIA AND ON THE

GROUND, AS WELL AS SAMPLING TO THEIR

IMMEDIATE CIRCLE OF FRIENDS

THE CAMPAIGN USED A COMBINATION OF

CREATIVE MEDIA, GIFTS, GAMES AND SAMPLING TO SUPPORT THE FRAGRANCE LAUNCH ACCROSS FOUR

CAMPUSES IN SOUTH AFRICA

THE ROLL OUT


STUDENTS REGISTERED TO HAVE THEIR PICTURE TAKEN WITH FRIENDS,

ALLOWING CALVIN KLEIN TO KEEP IN TOUCH WITH

THEM AFTER THE CAMPAIGN

AT THE CK2 STAND, THE CAMPAIGN’S CUSTOM ARCADE CLAW GAME

ALLOWED STUDENTS TO WIN AMAZING EXCLUSIVE

PRIZES LIKE BRANDED BACKPACKS AND CK2

PERFUMES

THE ROLL OUT

CONTINUED


RESULTS

THE CAMPAIGN REACHED CLOSE TO 438,000 ACCOUNTS WHICH LEAD TO OVER 877,800 IMPRESSIONS ACROSS

SOCIAL MEDIA PLATFORMS

FUN ELEMENTS LIKE THE CLAW MACHINE, INSTANT PRIZES AND ON THE SPOT PHOTO PRINTS WERE A HIT WITH

STUDENTS.

THE GENDERLESS FRAGRANCE GOT HUNDREDS OF MALE AND FEMALE

STUDENTS TOGETHER, MAKING THE CAMPAIGN TREND ACROSS

JOHANNESBURG.

CK2 CAME ALIVE ON CAMPUS AND HAD STUDENTS LINING UP FOR MORE!

INFLUENCERS ALSO ASSISTED IN PROMOTING THE CAMPAIGN ON SOCIAL

MEDIA LEADING TO OVER 4,100 ENGAGEMENTS INCLUDING COMMENTS

AND SHARES


CONTACT STUDENT VILLAGETELEPHONE: 011 885 3918

EMAIL: [email protected]: 19 WEST STREET, HOUGHTON, 2198, JHB

PO BOX 432, MELROSE ARCH, 2076

Marketing

CK2 Genderless Perfume Campus Launch