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Kenneth Cole Social Media Campaign
1. Where Do YOU Stand?
Christen White
Maria Lopez
Jordan Alves
2.
3. Where Do You Stand?
• Social Campaign launched September 2011
• Campaign intended for the new Kenneth Cole
2011 Fall/Winter Collection
4. Purpose
• To raise awareness about vital social issues
• “It reminds people that it's not just what they
look like on the outside, but who they are on
the inside and not just what they stand in, but
what they stand for.” –Kenneth Cole
5. Kenneth Cole wants to know where
you stand
• Objective: Encourages dialogue and debate about
important social issues. Cole is using social media
to establish a continuous conversation with the
brand and its customers, as well as rally
communities around significant causes.
• The platform will focus on four central topics:
marriage equality, gun control, a woman's right to
choose, and war.
6. • When visiting the website wheredoyoustand.com
and clicking “ What You Stand For” you are
entering a forum for debate and discussion on
topics that are always producing opinions,
• By Selecting the other option “What You Stand
In,” you are entering another important debate,
fashion.
7. YouTube
• Kenneth Cole- War (views- about 700)
• Kenneth Cole- Gun Control (views- about 700)
• Kenneth Cole- Gay Rights (views- about 2000)
• Kenneth Cole- Abortion (views- about 1000)
10. Evaluation
• Was it effective? It is still too early to tell.
• So far the campaign seems to be working. Twitter and
Facebook causes traffic to the Kenneth Cole website to
answer serious questions then to take a look at the
new fall collection.
• Others don’t agree saying that Kenneth Cole is crossing
the line with the “Where Do You Stand” campaign by
twisting genuine support for a cause into outright
hijacking of controversial topics and debate in order to
push his completely unrelated product line
