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Calvin Klein Uses Mobile to Attract Perfume Buyers

ck_faces.gifIn what seems to be a developing trend, another luxury brand – Calvin Klein – has begun to use mobile advertising to attract new consumers. Recently CK launched a very successful mobile element to their ongoing promotion of their new cKIn2U line of fragrances in the UK.

The campaign is part of a communications plan devised by OMD, and has been implemented in conjunction with mobile agency New Visions.

The new mobile WAP site will be promoted in the top 20 shopping centers in the country on large in-store posters (below). Consumers are encouraged to text to the site with the offer of free samples, and the chance to win an iPod.

In-store Poster
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On the WAP site, the customers have the option to request a sample, download wallpapers. They can also forward site link to their friends, adding a viral component to the campaign. They can also get a list of the stores currently selling the new fragrances.

cKIn2U Mobile Site
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The campaign ran for a test period of several weeks, and over 50% of the people that sent a text to the site actually signed up for the promotion and requested a sample.

“This is the first time a premium fragrance brand such as Calvin Klein has used mobile to offer samples to consumers… we can obtain data from customers who are interested in our clients products and from the data we collect we can re-market special promotions back to our customers” comments Christophe Spencer, OMD UK.

He continued, “Compared to other promotions this has faired really well. We’ve recently done a project online to obtain sign ups offering a really amazing competition prize, we only received an average of 0.05 CTR and from that only managed to obtain a 30% sign up ratio. From these results, mobile is proving itself as a series marketing channel for our clients to start to consider”

See other MobiAD posts High Fashion Comes to Mobile Advertising ( and Mobile Campaign Generates 63% Response for Fashion House “Up Against the Wall”

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