DKNY - Break the Rules
Client: Club 21
The Background
The theme for DKNYJEANS Fall/Winter 2009 Collection is Contradiction. It celebrates the spirit of creating something new, unexpected and individual. We were tasked to create buzz around the new collection with an activation idea.
The Insight
Our target audience are non-conformists. They would leap at every opportunity to make their own fashion statement.
The Idea
We took that opportunity to reach out to them with the Break The Rules activation campaign. As its name suggests, this campaign encourages stylemakers to put together a never-seen-before unique style that goes against broad fashion sense. The rules were simple: Create their unique look, snap, upload and then share it on our campaign site. Get people to vote for it and the top 3 voted looks will win USD$2000 in cold, hard cash.
By reaching out to influencers who thrive on creating their own fashion, we are able to access their followers who would join in and amplify the conversation.
With a low media budget, we had to go to where our audience are. We invested our only media banner buy on popular fashion blog, Lookbook.nu. We then spread the word about this campaign by creating conversations on targeted fashion blogs, fashion communities and Facebook groups.
The Effects
Our efforts paid off. We got the attention of fashionistas all around the world. The Break The Rules Campaign site received a total of 18,327 visits with 282,237 page views. 331 photo submissions with a whopping 132,420 votes. All within a month.
With Break The Rules, we gave our audience a chance to earn what they crave most – fame and fortune. And we made it fun. This campaign also demonstrated our effective use of media spend by leveraging on the power of creating enjoyable social conversations within communities of interest.