XM Asia Pacific – A JWT Company

What we did
The DKNYJEANS Fall/Winter 2009 Collection is about contradiction – blurring the lines between masculine/feminine, soft/structured, light/dark. It’s about creating something new and unexpected by breaking the rules. Targeted at young, confident, creative and individualistic consumers, the client wanted a campaign that would create hype for this new collection, and attract audiences to the DKNY JEANS EMEA website and onsite stores.

The Idea
We planned to demonstrate the essential nature and versatility of the new DKNY Jeans Collection to every fashion-forward style maker. Encouraging our audience to ‘Break the Rules’, participants had to infuse the DKNY Jeans personality into their outfits, while using their individuality to create a unique style for the ultimate head-turner.

We gave our audience a chance to earn what they crave most – fame and fortune. The rules were simple: First, grab outfit and create look. Then snap it, upload it, and lastly, share it. The top three looks would win US$2,000 in cold, hard cash.

Results:
With a small media budget, we took the contest and campaign site to fashion blogs, fashion communities on the web and Facebook to get the attention of fashionistas all around. With their help and banners on Lookbook.nu, the DKNYJEANS Break The Rules Campaign site got a total of 18,327 visits, with 282,237 page views in a month. 331 photo submissions with a whopping 132,420 votes were received!

DKNY JEANS EMEA also saw a 27.06% increase in website visits compared to the month before, with an average increase of 19.24% page views. We had successfully gained user interest purely through social PR, with lots of buzz about our campaign seen on blogs and fashion community sites. This month long campaign also increased our database by 33,225%!

Break The Rules

DKNY JEANS

Contact Information

People who made this happen

You might like this too

Other Projects