Calvin Klein Jeans exclusive

Our campaign aimed to create a big bang moment for the exclusive CKJ collection on Zalando, targeting the Gen-Z audience. The key challenges of this campaign were to differentiate Calvin Klein Jeans (CKJ) from Calvin Klein (CK). Our strategy focused on establishing lifestyle differences and grabbing the attention of the younger demographic, ultimately strengthening CKJ's position as a trendsetter in the fashion industry. An Insights study was incorporated into the campaign to gain a deeper understanding of its impact and effectiveness among different target demographics.

The goals of the campaign were to

• Create brand differentiation

• Drive awareness and excitement for the exclusive CKJ collection

• Acquire new customers

With a total impression count surpassing 314 million, our campaign has left an indelible mark. In the Upper Funnel, we outperformed our target impressions by an impressive 36%, while in the Mid Funnel, our campaign exceeded target engagement by a staggering 63%. A strategic blend of onsite and offsite placements, boasting an outstanding offsite impression of 237 million, contributed significantly to our success. Paid social placements emerged as the primary driver, with TikTok leading in both impressions and clicks. Finally, the ZM Insights study revealed, that the campaign was particularly popular among females, Gen Z, and high spenders.

We elevated our campaign with a creative storytelling approach, showcasing the CKJ ZBD Exclusive collection as more than just clothing—it's a lifestyle. Through influencer collaborations on TikTok and Instagram, along with placements on platforms like Dazed, we crafted an authentic, playful, and premium narrative. Our partnership with Dazed included engaging interviews with musician Lomijoh and model Lucky Blue Smith, inspiring our audience to embrace the unique CKJ lifestyle. With targeted messaging and editorial features, we emphasized the collection's exclusivity while igniting excitement for the Zalando launch.