CALVIN KLEIN

Print vs. digital. here is how we handle it

ABOUT:

Wikipedia says: „Calvin Klein Inc. is an American luxury fashion house established in 1968. It specializes in leather, lifestyle accessories, home furnishings, perfumery, jewellery, watches and ready-to-wear“. Wow, who would have thought?! Just kidding, of course we know that you know that we know...

CHALLENGE:

For the release of CK One Gold, the latest edition of the iconic CK One fragrance, Calvin Klein wanted to achieve visibility in the Swiss market. Especially among a female audience. The communication should hone in on the fragrances message ”Be brave and stand out from the crowd“.

SOLUTION

We gave them digital sexappeal, delivered through both traditional and new media. The concept brought together one of Switzerland’s most sought–after digital influencers, Zoe Pastelle. She inspires a nation-wide, predominantly female following. Zoe we teamed up with digital image creator Ken Laurent. He developed a reputation for being a forward thinking photographer, not afraid to try new things. To bring it all together, 20min Friday, one of Switzerland’s largest weekly publication, developed an editorial framework.

The shooting was set in a unique urban environment. It reflected CK One Gold not just through product integration, but also through styling, mood and colour template. The seeding happened through Zoe`s account as well as through a big advertorial.

RESULTS:

Through combining digital and print-media, a huge part of the relevant target group could be reached with just one activation.

Digital stats:

• SEEDING: 1 influencer, 1 magazine

• PUBLICATIONS: 10

• IMPRESSIONS: 75.2 k

• INTERACTIONS: 14.3 k

• AVERAGE ENGAGEMENT RATE: 3,3 %

We love to work with all forms of media. Achieving tangible results for you is what counts. Let us know if we can help you as well.