To launch Calvin Klein’s latest fragrance REVEAL on social and maximise ROI from the US TV spot.
To excite fans at the launch of Calvin Klein’s seductive new fragrance Reveal, Cult LDN locked down their Twitter feed to conduct an intimate (and at times verging on explicit) live social interview with the stars of the campaign – Doutzen Kroes and Charlie Hunnam.
The lock down lasted 1 hour and saw some incredible results with over 1,600 tweets and 21.3m impressions.
— Calvin Klein (@CalvinKlein) September 16, 2014
Social Advertising To Maximise ROI from Reveal TV spot
To supplement the wider global social strategy we launched locally targeted Twitter Lead Generation Cards running in parallel with the new TV spot. The cards allowed users to claim a free sample of the new fragrance. By targeting the cards at the hashtag whilst the global social strategy was at it’s peak level of engagement and US TV advertising launched we were able to capitalise on and maximise the impact of the wider marketing activity and paid media.