THE CHALLENGE
Launch Karl Lagerfeld's 2015 collection with heightened digital impact through the creation of an original social object.
The Solution
We created The Karl Daily. An original social object and satirical tabloid-style publication that ran across all mediums to engage consumers and highlight brand happenings on a global scale. Scroll the bar below or check out what it looked like here.
Print Executions
Too often, the digital execution of a campaign is merely an afterthought, developed only as an extension of print. But the Karl Daily flipped the traditional creative process on its head, beginning first with the creation of original digital content - which then inspired the print. Scroll through the slides below for more.
On the World Stage at Paris Fashion Week
During Paris Fashion Week, 150K copies were distributed across all European cities in-store, and quickly became a collectible item - with editions printed in English, French, German and Chinese.
Branded Social Content
Branded content teased the launch of the campaign on the KL instagram channel.
Influencer Partnerships
Influencers also posted content to tease the drop of the campaign.
Social UGC
After the campaign launch, The Karl Daily quickly hit thousands of impressions on Instagram (which was a lot back then), with an international audience posting their own photos of Karl Daily.
Email Marketing
Karlmojis
We created a new language that was uniquely Karl, with the creation of KL emojis.
In Store
In-store photo booths with customizable filters engaged shoppers and inspired further sharing, and window displays featuring the publication caught the attention of all those passing by Karl's global retail locations.
Microsite
There was a microsite. It was the best, I promise.
Digital Banners
There were so many. I won't bore you with this. Here's a PDF if you're really into banners.
