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CK2 Genderless Perfume Campus Launch

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Calvin Klein needed Student Village to help them launch their CK2 Genderless perfume and reconnect their brand with the youth

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CK2 Genderless Perfume Campus Launch

  1. 1. CK2 GENDERLESS PERFUME CAMPUS LAUNCH A CASE STUDY BY STUDENT VILLAGE 2016 A case study by Student Village 2016
  2. 2. A 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
  3. 3. 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 A case study by Student Village 2016 ENCOURAGE YOUNG PEOPLE TO PURCHASE CK2 AND ASSOCIATE WITH THE BRAND REGULARLY
  4. 4. A case study by Student Village 2016 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
  5. 5. A case study by Student Village 2016 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
  6. 6. A case study by Student Village 2016 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
  7. 7. CONTACT STUDENT VILLAGE TELEPHONE: 011 885 3918 EMAIL: SALES@STUDENTVILLAGE.CO.ZA ADDRESS: 19 WEST STREET, HOUGHTON, 2198, JHB PO BOX 432, MELROSE ARCH, 2076 A case study by Student Village 2016

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