Mankind by Kenneth Cole

Fragrance Campaign Launch

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Challenge

Kenneth Cole tasked Ready Set Rocket to help build awareness and drive sales for the launch of Mankind by Kenneth Cole.

Solution

Informed by consumer trends, we brought the essence of the modern man to life. We explored marketing innovation within the digital space and developed an integrated campaign that enabled stylish, tech-savvy men to experience, embody and honor the evolution of mankind.

Through a 21 Days, 21 Deeds activation, we encouraged our audience to complete and document small acts of kindness on Twitter and Instagram for the chance to win a $1,000 Kenneth Cole toolkit. A Men’s Health “Ultimate Guy Search” cover contest further incentivized participation. Travelers and commuters alike engaged with compelling subway ads in New York City. And we even demonstrated how wearable technology can be used as a force for good by extending the campaign to Google Glass.

Results

The campaign generated millions of earned media impressions and was awarded an OBIE Gold, a Creativity International Award Platinum and Silver, an MMA Smartie Bronze, a W3 and notable others. It was picked up by major news outlets including Adweek, Business Insider, PSFK, Mashable and more. And fragrance sales exceeded expectations. Most importantly, people did their part to man up for mankind.

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