Company: Kenneth Cole
Campaign: Where do you stand?
PR agency: In-house
Objective: Kenneth Cole is launching an interactive digital platform to encourage dialogue and debate about important social issues. The platform will focus on four central topics: marriage equality, gun control, a woman's right to choose, and war.
Idea: Kenneth Cole is using social media to establish a continuous conversation with the brand and its customers, as well as rally communities around significant causes.
“The campaign is representative of how Kenneth Cole, the person as well as the brand, has been communicating since the brand was formed 30 years ago,” says Robert Genovese, VP and marketing director at the company. “All our ideas stem from Kenneth. His mind was wrapped around the idea that campaigns are no longer seasonally focused. It's about creating a platform that you can always go back to and populate with new thoughts and inspiration. That dialogue is happening 24/7.”
Tools: The company will use a vanity URL on its campaign images as a call to action. Customers will be directed to WhereDoYouStand.com to voice their opinions and engage in debate via Facebook and Twitter. Four short films on the discussion topics will also be featured online.
“We've leveraged communications in building a plat-form that allows real-time discussion of the issues, irrespective of your geographic location,” Genovese explains. “We've also incorporated a live RSS feed, so anything that's spoken about these issues on blogs, Facebook, or Twitter gets fed into the platform, allowing for a much more robust debate.”
Measurement: Success will be measured by the number of visitors to the website, comments posted, messages shared, video views, and the amount of people who become fans or followers of the brand.
“We have qualitative metrics and they are built around how rich the debate is,” adds Genovese. “Those are things you can only find from getting into the platform.”