Calvin Klein’s LED Screen Valentines campaign to drive a 50% increase in sales

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An Introduction:

 

Calvin Klein is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, and often minimal, aesthetic. With a vision to thrill and inspire their audience while using provocative imagery and striking designs to ignite the senses,

 

Calvin Klein continues to be a cultural catalyst across the globe after nearly 50 years by embracing tension, sparking ideas and creating unforeseen realities.

 

WeChat Strategy For Success:

 

Last year, Calvin Klein drove a 50% increase in sales volume during a campaign for Chinese Valentine’s Day, carried out by matching up WeChat with outdoor screens.

 

• The campaign used interactive screens to encourage pedestrians to scan a QR code and share a picture of themselves with friends on WeChat. Users were then rewarded with a potential free gift and even a chance to be shown on the big screen themselves.
• Marci Wu, business director for Kinetic China, the agency behind the campaign, said the idea tapped into the young target audience’s show off tendencies. “Chinese millennials and Gen Z love to show off. Here, CK gave young consumers the opportunity to literally upload their photo on the Mega LED, becoming themselves the main attraction for passerbys and making more people want to get their photos up on the screen too,” explained Wu.
• Turning this into footfall (number of people entering a shop or shopping area at a given time) is another matter, however, and Benjamin Bourinat, global director of social media at Kinetic said the success of this campaign could be replicated via other mobile tools but that the key was knowing where the end journey needed to be.

 

 

In the case of WeChat, which is what we call a ‘Super App,’ as it integrates a variety of social functions (Facebook, WhatsApp, Tinder, Instagram, Snapchat all together), we used the platform to bridge the gap between online and offline. After uploading the photo and message on WeChat, passerbys got a prize to redeem in nearby CK stores, increasing footfall and sales,” he said.

 

According to Kinetic, after one hour 808 people scanned the code and 504 people took a photo, with 76 photos shown on the LED screen. The campaign also increased nearby store’s traffic and sales, with one of the nearby stores seeing a 50% sales volume increase compared to the same day one year prior.