Where Do YOU Stand? Christen White Maria Lopez Jordan Alves
Where Do You Stand?• Social Campaign launched September 2011• Campaign intended for the new Kenneth Cole 2011 Fall/Winter Collection
Purpose• To raise awareness about vital social issues• “It reminds people that its not just what they look like on the outside, but who they are on the inside and not just what they stand in, but what they stand for.” –Kenneth Cole
Kenneth Cole wants to know where you stand• Objective: Encourages dialogue and debate about important social issues. Cole is using social media to establish a continuous conversation with the brand and its customers, as well as rally communities around significant causes.• The platform will focus on four central topics: marriage equality, gun control, a womans right to choose, and war.
• When visiting the website wheredoyoustand.com and clicking “ What You Stand For” you are entering a forum for debate and discussion on topics that are always producing opinions,• By Selecting the other option “What You Stand In,” you are entering another important debate, fashion.
YouTube• Kenneth Cole- War (views- about 700)• Kenneth Cole- Gun Control (views- about 700)• Kenneth Cole- Gay Rights (views- about 2000)• Kenneth Cole- Abortion (views- about 1000)
Evaluation• Was it effective? It is still too early to tell.• So far the campaign seems to be working. Twitter and Facebook causes traffic to the Kenneth Cole website to answer serious questions then to take a look at the new fall collection.• Others don’t agree saying that Kenneth Cole is crossing the line with the “Where Do You Stand” campaign by twisting genuine support for a cause into outright hijacking of controversial topics and debate in order to push his completely unrelated product line