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  • Christen White Maria Lopez Fernandez Jordan Alves: Where Do YOU Stand?

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    Maria Lopez Fernandez
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    The document summarizes Kenneth Cole's "Where Do You Stand?" social media campaign from 2011 which aimed to raise awareness of social issues and encourage discussion through their website and social media platforms like YouTube, Facebook, and Twitter. The campaign focused on topics like marriage equality, gun control, abortion rights, and war to engage customers in debate and get them to consider both what issues they support and what fashion they stand in. Response to the campaign was mixed, with some finding it effective at driving traffic and conversation while others felt it inappropriately used important causes to promote an unrelated product line.

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    Group project for portfolio

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    PR Presentation KCole

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    The document summarizes Kenneth Cole's "Where Do You Stand?" social media campaign from 2011 which aimed to raise awareness of social issues and encourage discussion through their website and social media platforms like YouTube, Facebook, and Twitter. The campaign focused on topics like marriage equality, gun control, abortion rights, and war to engage customers in debate and get them to consider both what issues they support and what fashion they stand in. Response to the campaign was mixed, with some finding it effective at driving traffic and conversation while others felt it inappropriately used important causes to promote an unrelated product line.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    52 views11 pages

    Christen White Maria Lopez Fernandez Jordan Alves: Where Do YOU Stand?

    Uploaded by

    Maria Lopez Fernandez
    The document summarizes Kenneth Cole's "Where Do You Stand?" social media campaign from 2011 which aimed to raise awareness of social issues and encourage discussion through their website and social media platforms like YouTube, Facebook, and Twitter. The campaign focused on topics like marriage equality, gun control, abortion rights, and war to engage customers in debate and get them to consider both what issues they support and what fashion they stand in. Response to the campaign was mixed, with some finding it effective at driving traffic and conversation while others felt it inappropriately used important causes to promote an unrelated product line.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 11

    Where Do YOU Stand?

    Christen White Maria Lopez Fernandez Jordan Alves

    Where Do You Stand?


    Social Campaign launched September 2011 Campaign intended for the new Kenneth Cole 2011 Fall/Winter Collection

    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

    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.

    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.

    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)

    FACEBOOOK

    TWITTER

    @KennethCole Tweets: 1,459 Following: 180 Followers: 15,292 Listed: 691

    Evaluation
    Was it effective? It is still too early to tell.
    So far the campaign seems to be working. Twitter and Facebook cause traffic to the Kenneth Cole website to answer serious questions then to take a look at the new fall collection. Others dont 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

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