how calvin klein celebrated inspiring women in the … · the first calvin klein fragrance created...

HOW CALVIN KLEIN CELEBRATED INSPIRING WOMEN IN THE LAUNCH OF THEIR NEW FRAGRANCE.

THECHALLENGEThe first Calvin Klein fragrance created under Raf Simons—the highly

anticipated Calvin Klein Women—was released in July 2018. The desi-

gner has called upon a range of inspiring women both past and present

to represent the new scent. A powerful print campaign directed by

Anne Collier was born.

When Calvin Klein’s agency prepared the in-store release activations,

the direction they had to take was clear: empower their clients by

recreating the print campaign.

01.

OUR SOLUTIONsharingbox Minis were installed in 5 Macy’s across the United States

for a week. We created a custom user journey to recreate the Anne

Collier print campaign.

First, users were asked to select two iconic women from the past and

present that they feel particularly inspired by. Then they had to pose

for a single photo. From this combination a unique and personalized

image was created. These were printed on the spot and sent digitally

to be shared on social media.

02.

THERESULTSThe exeperience engaged users in a very unique and emotional way

with the new fragrance and the campaign surrounding its launch. The

sucess of the activation translated in the participation rate and the

resulting perfume sales of the participating Macy’s stores.

03.

5Locations

1,665Photos Taken

1,629Emails Collected

3,806Participants

352Tracked Shares

70,000+Social Impressions

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