About the Brand
Kenneth Cole is an American designer, social activist and visionary who believes business and philanthropy are interdependent. His global company, Kenneth Cole Productions, creates modern, versatile and functional clothing, shoes, and accessories that make daily dressing effortless. For over 35 years, Kenneth Cole has leveraged his passion and unique brand platform, seeking to make a meaningful impact on people’s wardrobes, as well as communities in need.
Kenneth Cole donated a percentage of net sales from their website to the COVID-19 Response Fund. They wanted to pivot away from the existing conversion-focused paid strategy during this timeframe and instead, extend the reach of their donation campaign and solidarity messaging.
Through targeting Lookalike audiences, with awareness and traffic campaigns, the Kenneth Cole and Blue Moon Digital teams’ put together video assets through the Facebook Video Creation Tool then leveraged asset customizations to ensure a creative fit within each placement. After this was up and running, the teams highlighted frontline workers by launching an Instagram campaign to give shout outs using the hashtag #Shoes2Big2Fill. This captured the assets and created the new Courageous Class campaign across social channels.
DECREASE IN YoY CPMs
NEW USERS DRIVEN TO SITE THROUGH THE COVID-19 RESPONSE LANDING PAGE
INSTAGRAM POSTS USING THE HASHTAG
“We donated a large percentage of our net sales at a time when the whole industry had just taken a major financial hit. It didn’t make sense for our business, but it felt right for the collective social consciousness of our community.“
– Steve Wyatt, VP of Marketing & Global Creative Director of Content, Kenneth Cole