Client: Kenneth Cole and Parlux Ltd.
Product: Mankind by Kenneth Cole
Category: Health & Beauty
Agency: Ready Set Rocket
Country: United States
When Kenneth Cole and Parlux Ltd. were looking to launch the Mankind by Kenneth Cole fragrance in 2014, they developed a campaign “Man Up for Mankind” with agency Ready Set Rocket. While very much a digitally-based initiative, which used social and other channels, it contained one major innovation: it used Google Glass as one component of an effort called, “21 Days, 21 Deeds.” In so doing, Mankind became the first brand to use Glass in a campaign. Those who used the app could share their good deeds, creating content and buzz for the campaign and the brand.
The Kenneth Cole brand has maintained a strong presence in digital and social with a focus on innovation, culture and charity weaved throughout its philosophy. The fragrance industry has also been evolving, given the change in consumers' buying habits from a very retail-based business to one that meets its consumers' needs online. The challenge is to understand how to reach consumers online and get them to interact with fragrance in a meaningful way.
The “Man Up for Mankind” initiative – of which “21 Days, 21 Deeds” was a part, sought to reach men ages 18-35 who were forward-thinking, affluent, well-traveled and interested in fashion and lifestyle. Given that this demographic is typically difficult to engage, the campaign focused on social media and other channels where this demographic is very active.
Agency Ready Set Rocket partnered with Parlux Ltd. and Kenneth Cole to develop a fully integrated digital campaign for the Mankind launch. It tapped into existing conversations that focused on the modern man and ways to embody the characteristics of a gentleman, which created highly shareable content and experiences that were easy to interact with.
Google Glass was integrated into the campaign by allowing consumers to use it for the greater good of mankind, letting them complete and capture 21 days of good deeds through Glass. People who participated in the campaign were asked to do things such as bringing donuts to the office or overtip.
The major challenges the brand and agency faced were proving to consumers that Google Glass didn’t have to be a self-contained technology and also overcoming the negative stigma that had come along with wearing Google Glass.
Google Glass was a natural extension of the campaign because it utilized innovative technology and exemplified how it can be used to make a positive impact on society.
When compared to typical fragrance campaign launches, the launch of Mankind took a much more digital and social media approach, making it less about elevating the brand through print and TV spots and more about engaging with and creating a particular lifestyle through various channels and experiences.
Out of the total budget for digital spend, 3.75% of it was employed to launch the Google Glass extension, showing a high ROI given the level of buzz and earned media impressions surrounding this piece of the campaign.
The “21 Days, 21 Deeds” initiative was the primary action-based element of the Mankind campaign. It consisted of both an email registration and Google Glass call-to-action enabling any user to participate. Wearable technology and the Google Glass app allowed consumers to experience the campaign in an innovative way.
The campaign met and exceeded its objectives and goals. Further, Mankind fragrance sales exceeded expectations. The brand earned more than ten million earned media impressions, and the Google Glass story received pickups on Mashable, PSFK, Adweek, Business Insider and many more.
Given the small number of Google Glass users, the “21 Days, 21 Deeds” app had impressive engagement. As of February 2014, there were 10,000 Glass devices in use, and 7.7% of those users accessed the app. There were a total of 776 sessions.
Additionally, the Mankind “21 Days, 21 Deeds” Google Glass app extension left a positive impression on consumers and the industry alike, creating considerable buzz in the tech, fashion and advertising industries. The brand and agency saw users embrace breakthrough technology, utilize it for the greater good of mankind, and capture the completion of good deeds -- such as sending handwritten letters to servicemen and women, making monetary donations, buying strangers coffee and more. Not only did this technology impact sales goals, but people stepped up to make the world a better place.
The brand also further strengthened its mission to evolve with the digital landscape and proved that the modern man is truly multi-faceted and not just one archetype.