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

1. CK2 GENDERLESS PERFUME CAMPUS LAUNCH
A CASE STUDY BY STUDENT VILLAGE 2016
A case study by Student Village 2016

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. 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. 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. 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. 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. 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