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Instant Classic

25 years ago, they revolutionized women’s fashion and set the bar for designer shoes and handbags with kate spade. Seasoned pros in the industry, the founders of the iconic brand knew that marketing their new brand, Frances Valentine, required a thoughtful and poignant strategy. Selling kate spade meant selling the name, so we were brought in to drive a campaign drawing awareness to the connection.

Together with the FV team, we created a full branding campaign asking customers “Where is Kate?”

The Goal

“Where is Kate?” needed to drive sales both online and in showrooms. The goal was to convey the message that Kate Spade was no longer at her namesake brand, but now designing at Frances Valentine. The challenge was our inability to use the name “kate spade” or any direct reference to the brand.

The Approach

To achieve this awareness, the campaign utilized custom videos created in short and long form, as well as custom photography repurposed into animated GIFs, Stories, and ad content. We executed paid and organic social media to drive interest and giveaway entries to a custom landing pages managed by the WooFoo giveaway platform. Finally, we created paid ads for FB, Instagram, Retargeting, Youtube, and Google Display mediums to capture users at various points throughout the customer lifecycle.

The Results:

The campaign drove large numbers for brand awareness:

  • 40,000+video views
  • 3,000+ contest entries with $3 cost per entry
  • 200% Increase in engaged users and Facebook followers during campaign
  • Positive return on ad spend from subsequent sales post giveaway entry