2. 2
Table of Contents
Case Study ………………………………….... 3
Agency Organization ……………………. 4
Situation Analysis …………………………. 5
Research ……………………………………..... 6
Problem & Opportunity ………....……. 10
Campaign Objectives ……………………. 11
Brand Platform ……………………..…...… 12
Big Idea ……………………………………..….. 15
Creative Plan ………………………………... 16
Creative Tactics …………………………..... 17
Media Plan…………………………………….. 26
Evaluation …………………………………..…. 28
3. 3
• Founded in 1963 by Calvin Klein himself.
• Headquarters are located in downtown Manhattan.
• In December 2002, CK was sold to Philip Van Heusen
Corp.
• A brand known for it’s stylish
and modern clothing choices and
it’s unique way of advertising.
They offer:
• Modern Work Clothes
• Underwear
• Jeans
• They made the switch to faux
fur after Peta came after them for
using real fur. The owner, Calvin
Klein was moved by all of that and
made the switch.
Case Study
4. 4
Agency Roles:
Account Manager - Alexa Chudzinski
Account Planner - Andrea Lynch
Creative - Emily Winston
Media - Sam Arcaini
Presentations/Computer/IT - Alexa Chudzinski and Emily
Winston
Research - Sarah Jenkins and Hannah Pottieger
Mission Statement:
You’re in the public eye, so the team members at Public “I”
have your back. As a new agency, we plan to use innovative
and creative ways to solve your advertising problems.
We’re always open and honest with our clients, in order to
get to the root of the campaign. Located in South Jersey, we
are more than happy to help anyone nationwide, especially
since we are a widely digitally connected team.
Agency Organization
5. 5
Current Users and Geography
The typical Calvin Klein buyer is an urban up-
per class elite man or woman, between the age of 25-35 living
or working in cities with positions that pay well. These people
dress well and are fashion conscious. This group can be found in
cities like New York City.
Seasonality and Purchase Cycle
The brand generates good sales from Jan.— Mar. and July—
Sept. They generate the most sales from Oct.— Dec. most likely
because it is the holiday season, which is when everyone is more
likely to purchase the brand over and over again.
Creative Requirements
The brand is known for their bold but simple advertisements
that create intrigue for consumers. They tend to stick with
black and white and often use celebrity endorsements.
Competitive Sales and Media
The brands main competitors are Tommy Hilfiger, Ralph Lauren,
Jockey, Hugo Boss, Donna Karan, and Giorgio Armani. Tommy
Hilfiger is the leading advertiser.
Situation Analysis
6. 6
Research
Guiding Questions
1. Do you consider Calvin Klein to be a so-
cially or environmentally conscious
brand?
2. Do you, or have you ever, shopped at
Calvin Klein?
3. What is your per-
sonal style?
4. What are you
looking for in the
clothes you buy?
7. 7
Approach
Primary Research:
• Online Survey with 108 respondents.
• Mostly female
• 27% ages 18-34
• 68% ages 51+
Secondary Research:
• Nielson Online Study
• Millennials are willing to pay
more for products that come
from companies committed
to positive social and environ-
mental impact.
• 51% of Boomers (ages 50-64)
feel the same way.
Research
8. 8
Findings
“I don’t really hear about them being socially or
environmentally conscious.”
“They’re a big company who only
cares about money.”
87%said they have never
shopped at Calvin Klein.
75%said their personal style
was “classy”.
88% said they were looking
quality clothing at a moderate price.
91.7% said they didn’t see
Calvin Klein as a socially or environ-
mentally conscious brand.
9. 9
Target Profiles
Anya is a 24 year-old who just
moved to New York for her new job
at an accounting firm. In college she
always had a bold style and she tried
to being that over to her work style.
That’s why she likes Calvin Klein.
She is able to find stylish bold cloth-
ing to fit her needs. It’s a plus to her
that Calvin Klein used faux fur and
leather because she loves animals a
lot and would do anything to help
them. Calvin Klein is her favorite
brand.
Derek is a 27 year-old man who
works hard at his fathers business in
New York. He’s on his way to taking
over the company.. He likes to look
modern and stylish all while saving
the world in any way possible. He
likes Calvin Klein because they offer
a wide variety of clothing for his
everyday needs and he loves that
they only use faux fur and leather
now. It makes him feel like he’s mak-
ing a difference when he purchases
Calvin Klein.
Professional
Do-Gooders
10. 10
Problem Statement
Potential Calvin Klein consumers are unaware of CK’s environmen-
tal efforts by using faux fur and leather in their quality products,
therefore advertising can solve this problem by making these con-
sumers aware about the efforts that CK has put forth for a better
world. Using advertising will allow for consumers to know about the
changes CK has made to their material choices but also show they
have not deviated from the quality that everyone loves so much.
Opportunities
Calvin Klein could
pursue several key
opportunities. The
European market
accounts for a
quarter of the
brand’s total sales, and with increased advertising Calvin Klein could
work to change its “underwear-only” perception across the conti-
nent. Additionally, Calvin Klein could focus its energies on targeting
its current American consumer by appealing to Millennial values to
gain loyalty and keep consumers from turning to rival brands.
Problems &
Opportunities
11. 11
Campaign Objectives
Awareness: Inform consumers of Calvin Klein’s en-
vironmental efforts towards not using real fur in their
products as a way to care for the environment.
Platform: Show consumers that although they are
using faux fur and leather, their clothing is still quality
as well as modern and worth the price
Position: Situate Calvin Klein as
a bold brand that has been caring
for the environment and animals
through their material selection
Trial: Tempt style savvy animals
lovers to try Calvin Klein and
save more animals.
12. 12
Brand Platform
Brand Positioning Statement
To animal lovers, Calvin Klein is the clothing
brand that offers up quality faux fur and
leather for high end fashion consumers.
Category Personality Exercise
15. 15
Big Idea
Calvin Klein is a brand that has always been bold but they haven't always been
viewed as the most bold brand out there. Consumers think the brand is full of
themselves and only care about money. The “Be Bold” campaign is all about Cal-
vin Klein opening up and expressing it’s view s for the good of the world.
They will partner up with the World Wildlife Fund in order to get their message
about saving animals out there. WWF is a great organization to show that they
are strictly against the use of real fur in their products.
16. 16
Digital Billboard
Going digital, we would use interactive billboard in malls and transit.
Print
Sticking with the fashion brand persona, we would advertise mainly in celebrity
and fashion magazines.
Commercial
Going away from traditional, YouTube would be the way to get to the target audi-
ence.
Social Media
Instagram, Twitter and Snapchat are the three platforms that would be ideal for
the campaign.
Point of Sale
Using POS tactics we can show consumers changes the brand has made.
Guerilla/Experiential
Using a solid Guerilla tactic would help get the campaign message across.
17. 17
Digital billboards would be great for mall and transit
settings. Each ad starts off in black and white with a lone
model on the screen. When some walks near it, an animal
comes on screen and everything becomes colorful and
the copy pops up.
19. 19
Using a celebrity like Emma Watson, will help to show consumers that
reputable celebrities trust Calvin Klein and their faux fur decree. She
would be perfect for print ads.
20. 20
Woman in black and white is
shopping at the mall one day.
She walks into a Calvin Klein
store, looking for some clothing
she can be proud to wear.
She spots fur in the selection
and touches it, unbeknownst to
her it is faux fur. A beautiful leopard jumps
out of the clothing rack.
21. 21
The world becomes colorful
and she realizes that Calvin
Klein offers cruelty free
clothing.
She purchases the faux fur an
looks stylish.
She walks out of the store with
her bags in hang and the beauti-
ful leopard trailing behind her. End screen pops up urging peo-
ple to choose Calvin Klein.
22. 22
Social media is used in order to reach
our target audience. On Instagram we
would hold an animal makeup contest
for consumers to send in their best
animal make up.
Also, by using more ads on social
media, we can reach more consumers
with our message.
23. 23
The campaign spokesperson,
Emma Watson will do a
social media take-over to get
the message out to
consumers that Calvin Klein
is serious about not using
real fur in it’s products.
24. 24
Point of sale would have consumers come
to an event where they could test out the
different fabrics and see the difference
between real and faux fur. This would allow
them to see that Calvin Klein is invested in
quality of clothing as well as saving the
animals.
25. 25
The experiential method is to hold a
pop-up event at zoo’s to introduce Calvin
Klein efforts in saving wildlife animals.
This will be done in conjunction with
World Wildlife Fund and Emma Watson
will be in attendance.
At the event there will be booths for
learning about WWF. You will get to
experience the animals and adopt
domestic animals as well.
27. 27
This media plan represents how the campaign will be run.
Digital would be best run in the third and fourth quarter
of the year due to the holiday sales. Print will be used for
the first and second quarter. Our YouTube pre-roll
commercial will run for the first two quarters of the year
as well. Social media will be a year long investment to
reach out audience. Our guerilla event and will be run one
day twice a year to ensure consumer use. The POS event
will run one week twice a year.
28. 28
Evaluation
Awareness
Metrics
Online Video Ad: Record impressions.
Social Media: Record impressions as well as number of clicks to the provided links.
Platform
Metrics
Point of Sale: Track the amount of people who go through the experience of deci-
pher the real from the fake.
Print and Interactive Billboard: Track consumers by using in-store surveys to calcu-
late product usage and receive opinions of the brand.
Position
Metrics
Online Video Ad: Mid-campaign survey or concept test, focus groups or surveys
to gauge brand involvement.
Trial
Metrics
Experiential: Track the attendance to the Gueril-
la event.
Point of Sale: Gauge user intent through each
event where users can test products.
Social Media: Track followers, user engagement,
brand mentions and shares, and contest entries.
