CK One launches new digital campaign to target younger consumer
CK One, famous for its iconic Kate Moss campaigns in the ’90’s, has launched its biggest ever global digital campaign fronted by supermodel Lara Stone.
The campaign aims to bring together Calvin Klein’s jeans, underwear and perfume categories into one unified brand, and is looking to target a younger consumer through its newly launched website CKone.com.
The website features video footage of Stone, alongside 30 others including Pixie Geldof and Alice Dellal dancing and moving in a white box space, filmed in NYC, in black and white and shot by fashion photographer Steven Meisel-who shot the original campaign for the launch of the CK One fragrance in 1994 with Kate Moss.
Consumers are encouraged to interact and experience the CK One brand online by joining the campaign, videoing themselves using webcams, answering questions and starting conversations on Twitter and Facebook.
You can also download a new Ck One App for free through CK One.com, which will unlock additional footage not available on the website.
I’m off today to take part in CK One’s two-day international conference, which I’m really looking forward to! I’ll also be doing a big presentation tomorrow about social media and blogging.
I’ll let you know how it goes!