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CASE STUDY
CK ONE SHOCK
2011
Calvin Klein LAUNCHED their
latest youthful fragrance to
students in an EDGY and
CREATIVE way
Connecting with a generation of FASHION
CONSCIOUS and TRENDY individuals
STIMULATING their senses
And appealing to their sense of COOL
ENGAGING students,
remaining RELEVANT,
Leaving a lasting IMPRESSION
Added to all of this
CK ONESHOCK brought a
new level of CONTROVERSY
CUTTING JEANS
WAXING MY BODY
And students had a BLAST and walked away with
some cool CK prizes & an EXPERIENCE to remember
Awarded EYE-CATCHER AWARD for best campaign creative2011 Makoya Youth Awards
125,000+CAMPAIGN REACH
6 campuses, 18,000 samples
96%
64%
33%
45%
3%
16%
-28%
Percentage Above/Below the Median Sales Average
W1 No Campus Activity
W2 1st Campus Activation
W3 No Campus Activity
W4 2nd Campus Activation
W5 3rd Campus Activation
W6 No Campus Activity
W7 4th & 5th Campus
Activations
Dramatic increase after
campus events
CK One Shock saw turnover increase by over 96%
Find more case studies @ www.studentmarketing.co.za
Contact us @ [email protected]