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Kenneth Cole Steps into Smartwatch Tech  

OPPORTUNITY

Kenneth Cole Connect wanted to be recognized as the first designer brand to enter the new smartwatch technology space and capture market share with their style and affordability. Our deep expertise in tech and designer fashion brands at all levels ranging from mass to luxe, as well as our retail and e-commerce experience, enabled us to craft an earned media and digital strategy that set up Kenneth Cole Connect for success.

 

Approach

We unveiled the Kenneth Cole Smart Watch line at Baselworld, the premier international watch trade show, rolling out a video campaign featuring Kenneth Cole to consumers across Europe, Asia, South America, and the U.S. We hosted over 40 press appointments at Baselworld with top consumer and retail publications, including Men’s Health, Men’s Fitness, InStyle, Bloomberg Media, Marie Claire UK, BBC News, WatchPro and others.

Our work at the trade show and beyond fueled press, influencer and consumer excitement as well as retail interest around the globe. We hosted press and influencer appointments targeting the brand’s top international markets and kept momentum going with graduation, summer travel, and holiday gift-giving angles, blanketing fashion, lifestyle and technology press and influencers. 
 

RESULTS

  • We generated 3+ billion media impressions, securing coverage in SELF, WWD, Financial Times, USA Today, Family Circle, The Doctors, Yahoo! News, Accessories Magazine and more. 

  • Our #KCConnect photo booth at Baselworld generated over 13,000 immediate social media impressions on Facebook, Instagram, Twitter, and Tumblr, adding to the buzz at the show and beyond. 

  • Our campaign increased distribution at retailers across markets, from leading department stores and boutiques.