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An IPC Digital Case Study
Southbank is one scent ahead
with Calvin Klein Euphoria
Background
As one of the world's leading fragrance brands,
Calvin Klein continues to redefine the world of perfume
with uncomplicated offerings. Calvin Klein is a beauty
icon in terms of sight and smell.
Strategy
The key objectives of the campaign were firstly to increase awareness of
Calvin Klein Euphoria, secondly to strengthen brand perception of Calvin Klein
itself, and finally to ultimately increase trial and purchase consideration.
Digital was chosen as a platform to reach affluent, young women with an
eye-catching and memorable campaign.
InStyle.co.uk is the ultimate online destination
for the hottest trends in fashion, beauty and
celebrity style.
As the go-to site for affluent, style-conscious
women, Instyle.co.uk provided the perfect
location to raise awareness of the fragrance
and use the trust of the Instyle.co.uk brand to
encourage purchase of
Calvin Klein Euphoria.

An IPC Digital Case Study
Southbank is one scent ahead
with Calvin Klein Euphoria
Execution
To achieve these objectives, a sponsorship package was developed for
InStyle.co.uk’s dedicated New York Fashion Week channel.
This provided a powerful branding message and excellent association with one
of the busiest events in the year’s fashion calendar. This was also supported by
banner and MPU ads.
The results
IPC Insight teams’ ability to understand the Southbank's’ audience of upmarket
women helped towards a successful pre and post ad effectiveness research.
The research revealed that the campaign created standout, with 67% attributing
the adverts to Calvin Klein Euphoria.
Strong brand attribution was achieved
because of the association between
Calvin Klein Euphoria and the Fashion
Show sponsorship.
The campaign raised awareness, with an
8% uplift in those who had heard of the
Calvin Klein Euphoria fragrance.
Purchase intention increased;
over half of respondents agreed they will
either definitely be buying or may buy the
Calvin Klein fragrance in the future.
"We were really pleased with the InStyle.co.uk ad effectiveness results. It met our
campaign objectives and re-enforced the benefits of raising a brand's profile through online
sponsorship - it really isn’t just about click through rates!”
Hollie Smit, Digital Marketing Manager, Coty Prestige
For more information please contact Insight, insight@ipcmedia.com