KENNETH COLE

Beating Apple to Market with Smart Watch Launch


Strategies

  • Launched Kenneth Cole Connect at Baselworld, the watch and jewelry trade show in mid-March to pre-empt competitive news announcements in April
  • Introduced the phrase “Wristie” to further emphasize the product’s capabilities and tie into the “selfie” culture
  • Capitalized on press and consumer excitement around the anticipation of the Apple Watch to springboard Kenneth Cole’s new, accessible and stylish smart watch alternative

Tactics

  • Hosted press appointments, targeting the brand’s top international markets
  • Distributed a multimedia news release globally during Baselworld, including b-roll footage, and the official Kenneth Cole Connect launch video 
  • Created a custom photo booth and photographed visitors with a social media component allowing them to share their images in real time around #KCConnect
  • Coined the term “wristie” as a selfie for your wrist 

Results

  • Macy’s added 48 additional doors to the spring/summer season
  • Hosted over 40 press appointments in Baselworld with top publications, including Men’s Health, Men’s Fitness, InStyle, Bloomberg Media, Marie Claire UK, BBC News, Thomson Reuters, JCK, WatchPro and Watch Time 
  • #KCConnect photo booth generated over 13,000 social media impressions on Facebook, Twitter, Instagram and Tumblr
  • MNR generated over 2.6 billion media impressions
  • Secured coverage in SELF, WWD, Financial Times, USA Today, Newsday, Family Circle, Siempre Mujer, The Doctors, Examiner.com, Yahoo! News, Watch Time, Watch Market Review, JCK and Accessories Magazine. To date, the campaign has generated over 3.1 billion media impressions
KENNETH COLE

Beating Apple to Market with Smart Watch Launch

  • Category: Fashion, Lifestyle
  • Ojective: Generate buzz with press to activate consumer engagement for the Kenneth Cole Connect smart watch launch in March, weeks before Apple released its anticipated Apple Watch
  • Audience: The fashion-involved, tech-savvy millennial, ages 18-34

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