The Campaign

The No.1 sales in Korea! The communication of Special K has been successful. However, recent appearance of me-too brands started to threat the No. 1 leading spot, so we planned the campaign which only No. 1 brand can say. Through <Drop your jeans> campaign which provides women to show even inner beauty, we intended to strengthen the originality, different from me-too brands, strengthen the brand loyalty and increase the sales rate. As our objective became clear, we started put our plans into an action. We provided women a chance to become beautiful even inside while achieving beautiful body through Special K. We installed jeans donation boxes in 18 places around Seoul downtown such as bus shelter, women universities, and next to apartment recycling bins for women tom donate their jeans. Simultaneously, we put up posters which announced the start of campaign. The headline of poster says 'DROP YOUR SIZE, DROP YOUR JEANS' The bottom indicates the message of donate the jeans that no longer fits you after your waist size dropped through Special K. After the campaign, the donated jeans totaled to 2300! All of these were donated to third world countries through 'Clothes Can' foundation. This campaign was operated through only PR. The participation rate increased and participants uploaded this campaign on Youtube, hundreds of blog, thousands of facebook including 3 news articles. In result, the brand loyalty research says that the purchase rate increased from 57% to 66% and repurchasing rate from 74% to 78%.

The Brief

In that sense, we planned the campaign which only No. 1 brand can say in order to prevent the threat. Through "Drop Your Jeans" campaign which provides women to show even inner beauty, we intended to strengthen the originality of Special K, differentiated from other me-too brands, leading to strengthen the brand loyalty and increase the sales rate. As our objective became clear, we started put our plans into an action.

Results

The campaign deployed for 2 weeks at 18 places around Seoul. After the campaign, the collected jeans totaled to 2300! All of these donated jeans were donated to third world countries through 'Clothes Can' foundation. This donation campaign held through only PR without media fee, the participation rate gradually increased after participants uploading to Youtube, hundreds of personal blog, thousands of facebook and twitter about this campaign including 3 news articles. In result, we researched the brand loyalty, and found out that the purchase rate increased from 57% to 66% and repurchasing rate from 74% to 78%. This incredible campaign, which was deployed for only 2 weeks such a short time of period, helped to bring brand likability rate up to 3%.

Execution

We installed jeans donation boxes in 18 places around Seoul downtown such as bus shelter, women universities, and next to apartment recycling bins for women to donate their jeans after they achieved beautiful body through Special K. Simultaneously, we put up posters which announced the start of campaign around downtown. (Poster Message) DROP YOUR SIZE, DROP YOUR JEANS – Special K. Did you drop your waist size after managing with Special K? Please drop your jeans into the box that became too big after managing with Special K. These jeans will be donated to the women in third world countries.

The Situation

The 3 consecutive years of Special K TVC has been successful. 3 years since the brand launching, the No.1 sales in Korea! However, recent appearance of me-too brands even copying the package design and color started to threat the No. 1 leading spot.

The Strategy

Can Special K make women beautiful even on the inside? We decided to provide women a chance to become beautiful even on the inside while achieving beautiful body through Special K. And, with the start of participation, we deployed the campaign around downtown Seoul for everyone to see what we're doing.