DKNY
Opportunity
Our long-running work with DKNY effectively elevated DKNY in the crowded intimate apparel category. One successful example was our #UnderneathMyDKNY campaign featuring macro-influencer Emily Ratajkowski and launching amid the all-important Valentine’s Day sales window – with a goal of driving to DKNY’s website and retail partners.
Approach
Our campaign strategically cast both DKNY product and influencers as heroes, with a focus on activewear-inspired, moisture-wicking, bounce control, compression and smoothing fabrics.
We tapped Emily to preview DKNY’s new collections, offering her for media exclusives and creating behind-the-scenes video b-roll from digital ad shoots that featured Emily to distribute to top news stations and online publications.
Media we targeted reached DKNY’s vast audience, spanning Gen Z and Millennials to Gen X and Boomers. We fanned out with additional micro- and mid-tier influencers who complimented DKNY’s style with original content featuring DKNY intimates.
Results
Garnered 24+ million media impressions in less than 1 week leading into Valentine’s Day
Secured micro-, mid-tier, and top-tier influencers, resulting in over one million media impressions in a span of 8 days
Drove over 450 clicks to the Macy’s website in less than 24 hours
Increased online sales by 20% year over year
